Date of Graduation
Spring 5-16-2025
Document Type
Thesis
Degree Name
Master of Arts in International Studies (MAIS)
College/School
College of Arts and Sciences
Department/Program
International Studies
First Advisor
David Donahue
Second Advisor
Nora Fisher Onar
Abstract
Advocacy organizations have increasingly turned to social media as digital platforms become integral to contemporary activism, shaping public discourse and securing institutional legitimacy. This thesis examines the organizational communication of organizations that support marginalized sexualities within a neoliberal and homonationalist context. Employing Critical Content Analysis (CCA), the study analyzes a representative sample of 200 Instagram posts from 2024, comparing two international NGOs with ECOSOC status at the UN (Outright International and ILGA) and two national NGOs in India (Humsafar Trust and Naz Foundation). The findings reveal how homonationalist tendencies may manifest at the intersection of engagement metrics, identity-centric rhetoric, brand management, and representational frameworks. Whilst similarities exist in approaches across LGBTQ+ centric INGOs and national NGOs, significant differences emerge in their reliance on Western symbolism, focus on structural advocacy, and engagement with decolonial praxis. Contrary to initial assumptions, the study finds that national NGOs inadvertently reproduce homonationalist tendencies, likely as a strategy to secure institutional credibility. On the other hand, INGOs show a gradual integration of intersectional ethics due to their organizational histories and global connections. This study contributes to a growing body of literature on rights for sexual minorities and advocacy frameworks and also fills in a critical gap, exploring the impact of neoliberal and homonationalist pressures on NGOs’ online presence. By applying critical theories of queer international relations and postcolonial studies, this study aims to creates a conversation between the two levels of advocacy, identifying areas for collaborations.
Recommended Citation
Chauhan, Dewansh, "The Algorithm of Inclusion: Homonationalism, Queer Advocacy, and Digital Marketing of UN ECOSOC INGOs and Indian NGOs" (2025). Master's Theses. 1604.
https://repository.usfca.edu/thes/1604
Included in
Asian Studies Commons, Business and Corporate Communications Commons, Gender, Race, Sexuality, and Ethnicity in Communication Commons, Lesbian, Gay, Bisexual, and Transgender Studies Commons, Marketing Commons, Nonprofit Administration and Management Commons, Queer Studies Commons, Social Justice Commons, Social Media Commons
