Quest for Attention
Nonprofit Advocacy in a Social Media Age
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Word Count
64,000 words, Guess
Page Count
256 pages
Identifiers
- ISBN-139781503605015
- ISBN-101503605019
- Better World Books9781503605015
- Open LibraryOL28059368M
Classifications
- LCCHD62.6.G845 2020
Description
"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"--
Subjects
Other Editions
- Quest for Attention
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