Change and Metamorphosis

The communication language of civil society in Türkiye has undergone significant changes over time, evolving in parallel with social and political developments. This transformation has not been limited to technical tools, but has also shaped the tone of language, the values it conveys, and the ways in which it builds relationships with the public. Below, we outline the main phases of this metamorphosis and their distinctive features, with illustrative examples.

1990s – Charity-Oriented, Institutional, and Top-Down

In this period, civil society organizations (CSOs) were mostly associated with charity work or social services, perceived by the public as institutions that “help” or “protect.” This approach was reflected in communication practices, characterized by hierarchical, institution-centered narratives that often portrayed beneficiaries as passive subjects.

Visual and written materials anonymized service recipients and relied on passive imagery, which made the public focus on individual victimhood rather than systemic inequalities.

2000s – Rights-Based Transformation

The early 2000s marked a turning point in civil society communication. With Türkiye’s EU accession process, the “rights-based approach” gained prominence both in advocacy and institutional communication. CSOs began moving beyond needs-based language, reframing individuals not as “recipients of aid” but as “rights-holders.”

Principles such as “making the invisible visible” and “allowing subjects to tell their own stories” became central to communication strategies.

One pioneering campaign was led by the TCK Women’s Platform, which demanded women’s recognition as legal subjects in the Penal Code. With creative tools such as purple ribbons, veils of purple tulle, and open letters, the campaign became one of the most striking examples of feminist communication of the period.

2010s – Narrative-Building, Digitalization, and Visual Transformation

While the 2000s were defined by a shift to rights-based approaches, the following decade saw the rise of new media tools. Civil society communication embraced storytelling, visual communication, and digital campaigns. Content centered on individual stories rather than institutional activities.

Campaign language adapted to social media, becoming participatory and shareable through slogans, visuals, and memes.

For example, LGBTI+ organizations such as Kaos GL, SPoD, and Pembe Hayat relied heavily on digital campaigns to boost visibility, using personal testimony videos, social media threads, and graphic materials to create strong public resonance.

Similarly, campaigns by the Hasankeyf Initiative combined visuals with personal testimonies to frame the protection of cultural heritage not only as an environmental concern but also as a memory and rights issue.

2020s – A New Era of Solidarity, Emotional Tone, and Hope Amid Crisis

The 2020s continue to test civil society with pandemics, economic crises, and major disasters. In this period, communication has taken on a more empathetic and solidarity-driven tone, with messages such as “healing together,” “solidarity sustains,” and “leave no one behind.”

The most striking example of this shift came after the February 6, 2023 Earthquakes. According to the Perceptions of Civil Society in Türkiye Report, CSOs were perceived as more effective and trustworthy actors than public institutions during this period. Instagram live streams, volunteer videos from the field, and transparent donation tables combined trust, emotional connection, and practical calls to action in real time.

Another transformative moment was the Saraçhane demonstrations on March 19, 2025. Organized around the right to peaceful assembly, CSOs emphasized nonviolence, human rights, and global solidarity. The communication tone centered more on universal values than on political slogans, creating a new frame for civic mobilization.