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The New Norms of New Media: How Advocacy Organizations Engage Members in the Digital Age.

机译:新媒体的新规范:倡导组织如何与数字时代的成员互动。

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摘要

Ten years after the popular birth of the internet, it is time for advocacy organizations to take stock of the lessons they have learned from experiments in using digital technologies to engage members and encourage activism. This paper reports on the results found from case studies of three advocacy organizations; the research reveals that staff members are conducting practical assessments of the benefits and drawbacks of new media use for cultivating a large and loyal membership. Though technologies such as email, the internet, Facebook, and Twitter enable groups to claim a large membership based on small actions, staff members understand that such tools can also potentially dilute what it means to be a member and what can be asked of members. To reconcile these trade-offs, advocacy organizations are crafting engagement plans that integrate on- and offline tools and strategies.
机译:互联网流行之后的十年,现在是倡导组织总结他们从使用数字技术吸引会员和鼓励行动主义的实验中学到的教训的时候了。本文报告了从三个倡导组织的案例研究中发现的结果。该研究表明,工作人员正在对使用新媒体培养大量忠诚会员的利弊进行实际评估。尽管诸如电子邮件,互联网,Facebook和Twitter之类的技术使组织可以根据小规模的行动宣称拥有大量会员,但是员工们理解,这样的工具还可能潜在地淡化成为会员的含义以及对会员的要求。为了调和这些权衡,倡导组织正在制定整合在线和离线工具与策略的参与计划。

著录项

  • 作者

    Anderson, Caroline.;

  • 作者单位

    The George Washington University.;

  • 授予单位 The George Washington University.;
  • 学科 Speech Communication.;Political Science General.
  • 学位 M.A.
  • 年度 2011
  • 页码 106 p.
  • 总页数 106
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

  • 入库时间 2022-08-17 11:44:44

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