Urban Public Perceptions of NGOs’ Accountability and Legitimacy: A Social Media Analysis of #UgandaNGOsExhibition

Abstract Non-governmental organizations’ (NGOs’) significant role in the development sector has augmented scholarly debate on their legitimacy and accountability over the last two decades. While this literature is often framed from a Northern theoretical perspective and focused on one or a few case studies, this article follows a different approach. Through an innovative social media analysis of the #UgandaNGOsExhibition X (formerly Twitter) campaign, this article inductively investigates the perception of Uganda’s urban public (Twitter/X users), a new emerging advocacy actor in Uganda’s civic space, concerning NGOs’ legitimacy and accountability. Our findings reveal that holding NGOs accountable in closed civic spaces can take various collective forms aside from direct control and co-optation by the government or increased donor scrutiny. Prioritizing naming, shaming, and peer accountability, the urban public appealed to NGO leaders to be more altruistic and practice the same ethos of social justice and accountability they demand from the government. However, NGOs should be receptive of valid criticism to maintain their legitimacy amid different accountability loci.