Information technology to support digitally networked action in developing economies : A case of Nyanzi's #Pads4GirlsUg campaign

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Original languageEnglish
Article numbere12009
Journal / PublicationThe Electronic Journal of Information Systems in Developing Countries
Issue number1
Online published21 Dec 2017
Publication statusPublished - Jan 2018


Advancement in the use of information technologies (ITs) has contributed to the invention of new communicative features, in particular social media networks. In developed economies, use of social media contributed to the digitally networked action (DNA) of Occupy Wall Street and los indignados in Spain. Through use of social media, European cities digitally connected and collectively called upon world leaders to eradicate poverty, create jobs, and show commitment to climate change during the G20 summit. In the developing economies of Africa, there is need for scholarly studies that examine how technologies, in particular social media networks, have been adopted in building a DNA based on informally shared knowledge. This study focuses on examining how connectivity through social media technology helped in mobilizing the Ugandan Community to support a DNA for girl child education necessities of sanitary requirements. This was through a digitally networked #Pads4GirlsUg campaign based on assumptions of social identity theory to build on connectivity theorization. Findings in this ethnography study contribute new knowledge in understanding how IT creates awareness based on informally shared knowledge resulting into DNA. The studied DNA increased levels of awareness and mobilized Ugandan communities to support girl child education. Over 2000 girls in different parts of Uganda benefited from digitally mobilized sanitary requirements and resulted in the government scrapping value-added tax on sanitary requirements. In future studies, the use of IT for DNA should be investigated, as well as its contributions to policy at national, regional, and international levels.

Research Area(s)

  • developing economies, DNA, information technology, social media, #Pads4GirlsUg

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