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The Quest for Attention
Af: Gregory D. Saxton, Chao Guo Engelsk Paperback
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kr 49
The Quest for Attention
Af: Gregory D. Saxton, Chao Guo Engelsk Paperback
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.
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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.
Produktdetaljer
Sprog: Engelsk
Sider: 256
ISBN-13: 9781503613072
Indbinding: Paperback
Udgave:
ISBN-10: 1503613070
Udg. Dato: 28 jul 2020
Længde: 20mm
Bredde: 153mm
Højde: 228mm
Oplagsdato: 28 jul 2020
Forfatter(e): Gregory D. Saxton, Chao Guo
Forfatter(e) Gregory D. Saxton, Chao Guo


Kategori Non-profit organisationer


Sprog Engelsk


Indbinding Paperback


Sider 256


Udgave


Længde 20mm


Bredde 153mm


Højde 228mm

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