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

By:

Guo, Chao, 1971- [Author]

Contributor(s):

Material type: Text

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781503613089

Subject(s):

Genre/Form:

Electronic Books.

LOC classification:

HD62 .Q478 2020

Online resources:

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Available additional physical forms:

Contents:

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.

Subject: "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"--

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Holdings
Item type	Current library	Collection	Call number	URL	Status	Date due	Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library ONLINE	Non-fiction	HD62.6 (Browse shelf(Opens below))	Link to resource	Available		on1123188127

Includes bibliographies and index.

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.

"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"--

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