Women’s Empowerment In Algerian Non-governmental Organisations: Media As A Strategy

Abstract

Media can be a tool that may serve best many NGOs all over the world. In this context, the study at hand aims to explore whether media is used as a strategy by Algerian women's non-governmental organizations to promote and advocate for problems impacting women's rights and empowerment. This descriptive study opts for a mixed method that combines qualitative and quantitative approaches. More precisely, it used a structured questionnaire distributed to 200 respondents and 16 semi-structured interviews directed to NGO administrators from fourteen different NGOs in Algiers. The findings reveal that NGOs select media tools depending on their relevance to their intended audiences and methods. While conventional media channels were not widely utilized by NGOs but were successful in achieving their primary aims, social media had a greater influence on individuals. However, some non-governmental organisations used it to influence the public opinion through encouraging activity and bringing attention to women's problems. In light of women's increased exposure in new environments, such as social media, and investigating the function of newly formed spaces in the empowerment process should be explored and assessed further to help NGOs do more effective work in this area.