In the Pursuit of Influence : A Study of Transnational Advocacy Networks' Legitimacy Efforts

Abstract: As organized global actors, transnational advocacy networks (TANs) are an emerging way of people getting their voice heard and to make a change in global governance. Influencing policy-makers through advocacy has an identified connection to the legitimacy of the organization where the general assumption is that a higher legitimacy facilitates influence. In this thesis we have approached this situation from a strategic standpoint. Seeing as TANs – like most organizations – follow a strategy in order to achieve their goals, we wanted to see how legitimacy can be included as a part of the TANs strategy. This included describing the connections between the TAN as an organization and the legitimacy potential in both the organizational form and their actions. Our empirical findings suggested a close relationship between a TAN’s legitimacy and their stance with a policy-making institution, which led to a focus on these institutions as a target for TANs and their advocacy. We developed on this relation and outlined a suggestion for a strategic framework for TANs to consider when strategizing around legitimacy. We found that two main paths – named the Insider and the Outsider strategies – illustrate the options and implications a TAN is faced with on the topic of strategic legitimacy. The results constitute a contribution to the development of TAN strategy, a field that in the time of our writing this remains underexplored territory. We suggest that this field can be further developed by continuous research and we hope that this thesis is a contribution to that development.