Mixing media in the Dutch civil society
The integration of social media in NGO strategic communication has been examined primarily via studies of organizations’ use of select platforms such as Facebook or Twitter (now X). Yet, the use of such media does not take place in a vacuum. Rather, NGOs integrate the newest social media platforms w...
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| Natura: | Article ou chapitre numérique |
| Lingua: | Français |
| Pubblicazione: |
2024
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| Accesso online: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| Riassunto: | The integration of social media in NGO strategic communication has been examined primarily via studies of organizations’ use of select platforms such as Facebook or Twitter (now X). Yet, the use of such media does not take place in a vacuum. Rather, NGOs integrate the newest social media platforms within their pre-existing media and communication plans. This chapter seeks to illustrate a more encompassing approach to NGO social media use able to capture the relationship between the adoption of such media and the wider communication ecosystem of an organization. To this end, the chapter proposes an ecosystem approach as a suitable theoretical lens. Then, the chapter illustrates it with an exploratory study combining a content analysis of NGOs’ social media presence with the findings from 10 in-depth interviews with representatives from different social change organizations in the Netherlands. This triangulated approach foregrounds the mix of traditional and new media through which NGOs communicate with their various publics and stakeholders. The ecosystem approach thus affords more nuanced insights into the changes brought about by digitalization in the strategic communication practices of NGO social change initiatives. |
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