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

IF 6.1 1区 文学 Q1 COMMUNICATION
Jennifer Ihm
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引用次数: 0

摘要

社交媒体改变了非营利组织(NPO)的传统传播方式,并使之复杂化,从而吸引和引导利益相关者采取集体行动。利益相关者可以在社交媒体上自发组织开展联系行动,并形成具有不同潜力和结构的利益相关者网络,非营利组织可以利用这些网络实现集体目标。面对这样的网络,非营利组织可以采用不同的传播方式来适应和利用不同的利益相关者网络。本研究通过对375家(研究1)和74家(研究2)非营利组织进行的两项调查表明,非营利组织可根据其对不同网络的认知,通过精心设计不同类型的社交媒体活动,以多样化的传播方式利用各利益相关者网络的不同潜力。本研究从理论上全面理解了非营利组织在利益相关者参与推动社会变革方面所采取的转型和复杂的传播策略,为组织传播、集体行动和联系行动学术研究开辟了新的途径。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.
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来源期刊
Journal of Communication
Journal of Communication COMMUNICATION-
CiteScore
11.60
自引率
5.10%
发文量
41
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.
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