A new culture of advocacy: An exploratory analysis of social activism on the web and social media. Issue 1 (1st January 2019)

• Record Type: Journal Article
• Authors: Seelig, Michelle I; Millette, Diane; Zhou, Chun; Huang, Jialing (Catherine)
• Is Part Of: Atlantic journal of communication. Volume 27:Issue 1(2019)
• Page Start: 15
• Page End: 29
• Publication Date: 2019-01-01
• Subjects: Communication -- Periodicals; 302.205
• DOI: 10.1080/15456870.2019.1540418
• Languages: English
• ISSNs: 1545-6870

Abstract

ABSTRACT: This study examined how non-profit organizations (NPOs) adapted to the new media environment and created an innovative culture of advocacy to directly facilitate engagement with interested supporters. Findings from this content analysis and virtual ethnography revealed NPOs dramatically transformed the structure of online content. Shifting the emphasis of the web and social media from a one-way transmission of information to an interactive conversation substantially changes the dynamics for activism, and fosters new models of engagement between NPOs and supporters. In this participatory, co-operative media culture, people were actively engaged and shared digital content that inspired others to care about important issues. These overall results indicated that the web and social media, when used to its fullest extent, played a key role encouraging communication and inspiring interaction among individuals on- and off-line.