Digital Communication for Social Change in Spain

Abstract

The international community is united in its commitment to combatting human trafficking through communication. This study aims to examine the strategies, content, and efficacy of communications distributed on X by the Public Administration, State Security Forces, and NGOs in Spain. A total of 1236 tweets were analysed and categorised based on their primary themes, communication patterns, visual and textual components, as well as their overall reach. The findings and conclusions highlight the importance of establishing ties among agents through “tagged” or “mentions” and the use of audiovisual materials to achieve a greater impact on target audiences. These findings are particularly relevant for improving communication within the third sector, considering the limitations in human and material resources within this field.