The Quest for Attention
Nonprofit Advocacy in a Social Media Age
Published on 28. July 2020
Book
Paperback/Softback
256 pages
978-1-5036-1307-2 (ISBN)
Description
Today, social media offers an alternative broadcast and communication medium for nonprofit advocacy organizations. At the same time, social media ushers in a "noisy" information era that renders it more difficult for nonprofits to make their voices heard. This book seeks to unpack the prevalence, mechanisms, and ramifications of a new model for nonprofit advocacy in a social media age. The keyword for this new model is attention. Advocacy always starts with attention: when an organization speaks out on a cause, it must ensure that it has an audience and that its voice is heard by that audience; it must ensure that current and potential supporters are paying attention to what it has to say before expecting more tangible outcomes. Yet the organization must also ensure that advocacy does not end with attention: attention should serve as a springboard to something greater. The authors elaborate how attention fits into contemporary organizations' advocacy work and explain the key features of social media that are driving the quest for attention. Developing conceptual models, they explain why some organizations and messages gain attention while others do not. Lastly, the book explores how organizations are weaving together online and offline efforts to deliver strategic advocacy outcomes.
Reviews / Votes
"In The Quest for Attention, Guo and Saxton do a compelling job of demonstrating how and why understanding the social media landscape is key to advocating effectively for important social issues and understanding the non-profit sector in general. This is a must-read for anyone trying to make sense of what distinctive challenges and opportunities the 21st century presents in terms of linking communication strategies to tangible social outcomes and impact."-John L. Jackson, Jr., Walter H. Annenberg Dean of the Annenberg School for Communication, University of Pennsylvania "Advocacy and activism have changed. Activists today know that data and social media are key elements in their fight for the rights of the poor, the dispossessed, and the downtrodden. Chao Guo and Gregory Saxton's The Quest for Attention is required reading for those who seek to understand this new world of social change."-John McNutt, Professor, Joseph R. Biden, Jr. School of Public Policy and Administration, University of Delaware "Chao Guo and Gregory Saxton's new book is a major step forward in our understanding of the political behavior of nonprofits. Their rigorous study documents how nonprofits use social media to draw attention to their priorities, the first step toward working to shape public policy."-Jeffrey M. Berry, Tufts UniversityMore details
Edition
New edition
Language
English
Place of publication
Palo Alto
United States
Publishing group
Stanford University Press
Target group
Professional and scholarly
Edition type
New edition
Product notice
Paperback (trade)
Illustrations
13 figures, 14 tables, 3 halftones
Dimensions
Height: 228 mm
Width: 153 mm
Thickness: 20 mm
Weight
396 gr
ISBN-13
978-1-5036-1307-2 (9781503613072)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Chao Guo is Associate Professor of Nonprofit Management in the School of Social Policy & Practice at the University of Pennsylvania.Gregory D. Saxton is Associate Professor of Accounting in the Schulich School of Business at York University.
Content
1. Social Media and Nonprofit Advocacy: The Beginning of a New Paradigm
2. The Context of Social Media Advocacy
3. Getting Attention: An Organizational-Level Analysis
4. Building an Explanatory Model at the Message Level
5. Beyond Clicktivism: From Attention to Impact
6. The Future of Nonprofit Advocacy in a Data-Driven World
2. The Context of Social Media Advocacy
3. Getting Attention: An Organizational-Level Analysis
4. Building an Explanatory Model at the Message Level
5. Beyond Clicktivism: From Attention to Impact
6. The Future of Nonprofit Advocacy in a Data-Driven World