Centrality of Online Advocates in the Structure of Critical Communication Movement: Case of Stop a Dam Network in the Philippines

Abstract

This study investigates how centrality in social networks, specifically of Facebook accounts advocating for the Stop Kaliwa Dam campaign, shape communication structures and communication flows. Guided by the Cybernetics Tradition of Communication theories, particularly General Systems Theory and Network Theory, the research examined how the format, categories, and engagement patterns of the uploaded posts as well as the ensuing centrality shaped advocacy effectiveness. Data were collected from purposely sampled Facebook accounts active between February 1 to May 1, 2023, covering the event of “Alay-Lakad Laban sa Kaliwa Dam”, held on February 15-23, 2023. The centrality measures of the network based on likes and comments were degree, betweenness, and closeness.

Visual content, particularly images, infographics, and videos, and advocacy-themed posts generated the highest levels of engagement, underscoring the role of visual storytelling in mobilization. Likes primarily signaled visibility and affective approval, aligning with degree centrality, while comments facilitated dialogue and bridging functions, corresponding to betweenness and closeness centrality. Frequent posting or more follower counts did not consistently translate to higher centrality; rather, strategic positioning across clusters proved more decisive. Based on the findings, a framework is proposed to enhance centrality: optimizing inputs through visual and narrative formats, balancing throughputs by cultivating both likes and comments; and monitoring outputs through centrality measures. This study contributes to Development Communication by demonstrating how network positioning (like centraility), beyond message sharing (uploading), empowers marginalized advocacy groups to amplify their voices and sustain influence in digital environments.