Guo, Chao
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자료유형 | E-BOOK |
---|---|
서명/저자사항 | The quest for attention : nonprofit advocacy in a social media age/ Chao Guo and Gregory D. Saxton. |
개인저자 | Guo, Chao,1971- author. Saxton, Gregory D.(Gregory Douglas), author, |
발행사항 | Stanford, California: Stanford Business Books, an imprint of Stanford University Press, 2020. |
형태사항 | 1 online resource. |
기타형태 저록 | Print version: Guo, Chao, 1971- The quest for attention Stanford, California : Stanford Business Books, an imprint of Stanford University Press, 2020. 9781503605015 |
ISBN | 1503613089 9781503613089 |
서지주기 | Includes bibliographical references and index. |
내용주기 | Social media and nonprofit advocacy : the beginning of a new paradigm -- The context of social media advocacy -- Getting attention : an organization-level analysis -- Building an explanatory model at the message level -- Beyond clicktivism : from attention to impact -- The future of nonprofit advocacy in a data-driven world. |
요약 | "Today, social media offers an alternative broadcast and communication medium for nonprofit advocacy organizations. At the same time, social media has created a "noisy" environment that renders it more difficult for nonprofits to make their voices heard. Operating in an information-saturated landscape, populated by an audience with limited attention, organizations are struggling to effectively grab and hold onto their supporters and the general public. In The Quest for Attention, Chao Guo and Gregory D. Saxton argue that "attention" is a key intermediate goal and an important resource for advocacy organizations to effectively promote their causes. Synthesizing research, including much of the authors' own, this book discusses the challenges, strategies, and consequences of attention advocacy as organizations work to bring awareness to their struggle, tighten ties with their communities, and mobilize constituents for collective action, both online and off"-- |
해제 | Provided by publisher. |
일반주제명 | Nonprofit organizations --Political activity. Social media. Nonprofit organizations --Political activity. Social media. |
언어 | 영어 |
바로가기 | URL |
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