The quest for attention : nonprofit advocacy in a social media age / Chao Guo and Gregory D. Saxton.

Format:

Book

Author/Creator:

Guo, Chao, 1971- author.

Saxton, Gregory D., author.

Language:

English

Subjects (All):

Nonprofit organizations--Political activity.

Nonprofit organizations.

Social media.

Physical Description:

1 online resource (258 pages)

Place of Publication:

Stanford, California : Stanford University Press, 2020.

Summary:

Today, social media offers an alternative broadcast and communication medium for nonprofit advocacy organizations. At the same time, social media ushers in a "noisy" information era that renders it more difficult for nonprofits to make their voices heard. This book seeks to unpack the prevalence, mechanisms, and ramifications of a new model for nonprofit advocacy in a social media age. The keyword for this new model is attention. Advocacy always starts with attention: when an organization speaks out on a cause, it must ensure that it has an audience and that its voice is heard by that audience; it must ensure that current and potential supporters are paying attention to what it has to say before expecting more tangible outcomes. Yet the organization must also ensure that advocacy does not end with attention: attention should serve as a springboard to something greater. The authors elaborate how attention fits into contemporary organizations' advocacy work and explain the key features of social media that are driving the quest for attention. Developing conceptual models, they explain why some organizations and messages gain attention while others do not. Lastly, the book explores how organizations are weaving together online and offline efforts to deliver strategic advocacy outcomes.

Contents:

Frontmatter

Contents

Acknowledgments

Chapter 1: Social Media and Nonprofit Advocacy: The Beginning of a New Paradigm

Chapter 2: The Context of Social Media Advocacy

Chapter 3: Getting Attention: An Organizational-Level Analysis

Chapter 4: Building an Explanatory Model at the Message Level

Chapter 5: Beyond Clicktivism: From Attention to Impact

Chapter 6: The Future of Nonprofit Advocacy in a Data-Driven World

Methodological Appendix to Chapter 4

Notes

References

Index

Notes:

Description based on print version record.

ISBN:

9781503613089

1503613089

OCLC:

1123188127