NGOs' Communication and Youth Engagement in the Digital Ecosystem

Abstract

NGOs have found in social networks a tool to reach their target groups more effectively. In this chapter, the role that digital communication plays in these organizations for the purpose of achieving their civic objective is addressed. NGOs’ opinions that individualism or the current nonpolitical stance of youth as the main obstacles for their citizen participation are erroneous. A significant part of young people shows a deep interest in ethics and values. It should be the organizations themselves who promote the participation of young people, having the responsibility of encouraging a greater degree of youth involvement in the issues they defend.