TY  - BOOK
AU  - Guo,Chao
AU  - Saxton,Gregory D.
AU  - 
TI  - The quest for attention: nonprofit advocacy in a social media age 
SN  - 9781503613089
AV  - HD62 .Q478 2020
PY  - 2020///
CY  - Stanford, California
PB  - Stanford Business Books, an imprint of Stanford University Press
KW  - Nonprofit organizations
KW  - Political activity
KW  - Social media
KW  - Electronic Books
N1  - 2; 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; 2; b
N2  - "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"--
UR  - https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2474233&site=eds-live&custid=s3260518
ER  -