{"title":"社交媒体上促进社会变革的组织传播:非营利组织的社交媒体战略基于其对集体行动和联系行动中三个利益相关者网络的认识","authors":"Jennifer Ihm","doi":"10.1093/joc/jqae034","DOIUrl":null,"url":null,"abstract":"Social media transform and complicate nonprofit organizations’ (NPOs) traditional communication to engage and lead stakeholders for collective action. Stakeholders can self-organize for connective action on social media and form stakeholder networks of varied potential and structures that NPOs may leverage for collective goals. Facing such networks, NPOs may communicate in diverse ways to accommodate and take advantage of the diverse stakeholder networks. Through two surveys conducted with 375 (Study 1) and 74 (Study 2) NPOs, this study suggests that NPOs diversify their communication to leverage different potential from each stakeholder network by crafting different types of social media activities based on their perception of different networks. This study develops a comprehensive theoretical understanding of NPOs’ transformed and complex communication strategies for stakeholder engagement in driving social change, opening up new avenues for organizational communication and collective and connective action scholarship.","PeriodicalId":48410,"journal":{"name":"Journal of Communication","volume":"115 1","pages":""},"PeriodicalIF":6.1000,"publicationDate":"2024-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Organizational communication for social change on social media: NPOs’ social media strategies based on their perception of three stakeholder networks in collective and connective action\",\"authors\":\"Jennifer Ihm\",\"doi\":\"10.1093/joc/jqae034\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Social media transform and complicate nonprofit organizations’ (NPOs) traditional communication to engage and lead stakeholders for collective action. Stakeholders can self-organize for connective action on social media and form stakeholder networks of varied potential and structures that NPOs may leverage for collective goals. Facing such networks, NPOs may communicate in diverse ways to accommodate and take advantage of the diverse stakeholder networks. Through two surveys conducted with 375 (Study 1) and 74 (Study 2) NPOs, this study suggests that NPOs diversify their communication to leverage different potential from each stakeholder network by crafting different types of social media activities based on their perception of different networks. This study develops a comprehensive theoretical understanding of NPOs’ transformed and complex communication strategies for stakeholder engagement in driving social change, opening up new avenues for organizational communication and collective and connective action scholarship.\",\"PeriodicalId\":48410,\"journal\":{\"name\":\"Journal of Communication\",\"volume\":\"115 1\",\"pages\":\"\"},\"PeriodicalIF\":6.1000,\"publicationDate\":\"2024-09-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Communication\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1093/joc/jqae034\",\"RegionNum\":1,\"RegionCategory\":\"文学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Communication","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1093/joc/jqae034","RegionNum":1,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
Organizational communication for social change on social media: NPOs’ social media strategies based on their perception of three stakeholder networks in collective and connective action
Social media transform and complicate nonprofit organizations’ (NPOs) traditional communication to engage and lead stakeholders for collective action. Stakeholders can self-organize for connective action on social media and form stakeholder networks of varied potential and structures that NPOs may leverage for collective goals. Facing such networks, NPOs may communicate in diverse ways to accommodate and take advantage of the diverse stakeholder networks. Through two surveys conducted with 375 (Study 1) and 74 (Study 2) NPOs, this study suggests that NPOs diversify their communication to leverage different potential from each stakeholder network by crafting different types of social media activities based on their perception of different networks. This study develops a comprehensive theoretical understanding of NPOs’ transformed and complex communication strategies for stakeholder engagement in driving social change, opening up new avenues for organizational communication and collective and connective action scholarship.
期刊介绍:
The Journal of Communication, the flagship journal of the International Communication Association, is a vital publication for communication specialists and policymakers alike. Focusing on communication research, practice, policy, and theory, it delivers the latest and most significant findings in communication studies. The journal also includes an extensive book review section and symposia of selected studies on current issues. JoC publishes top-quality scholarship on all aspects of communication, with a particular interest in research that transcends disciplinary and sub-field boundaries.