Verfasst von:	Guo, Chao [VerfasserIn]
	Saxton, Gregory Douglas [VerfasserIn]
Titel:	The quest for attention
Titelzusatz:	nonprofit advocacy in a social media age
Verf.angabe:	Chao Guo and Gregory D. Saxton
Verlagsort:	Stanford, California
Verlag:	Stanford Business Books, an imprint of Stanford University Press
E-Jahr:	2020
Jahr:	[2020]
Umfang:	VIII, 248 Seiten
Illustrationen:	Illustrationen, Diagramme
Fussnoten:	Literaturverzeichnis: 213-233
ISBN:	978-1-5036-0501-5
	978-1-5036-1307-2
Abstract:	"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"--
Schlagwörter:	(s)Nonprofit-Organisation    / (s)Einflussnahme    / (s)Social Media    / (s)Politische Betätigung
Sprache:	eng
Bibliogr. Hinweis:	Erscheint auch als : Online-Ausgabe: Guo, Chao, 1971-: The quest for attention. - Stanford, California : Stanford Business Books, an imprint of Stanford University Press, 2020 |(DLC)2019045511
RVK-Notation:	ME 3330
	MS 7965
	MS 4650
	AP 15965
K10plus-PPN:	1678999652