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dc.contributor.advisorBehm-Morawitz, Elizabetheng
dc.contributor.authorBrengarth, Lauren Baconeng
dc.contributor.otherUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Dissertations. 2011 Dissertationseng
dc.date.issued2011eng
dc.date.issued2011eng
dc.date.submitted2011 Springeng
dc.descriptionTitle from PDF of title page (University of Missouri--Columbia, viewed on October 18, 2012).eng
dc.descriptionThe entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.eng
dc.descriptionDissertation advisor: Elizabeth Behm-Morawitzeng
dc.descriptionIncludes bibliographical references.eng
dc.descriptionVita.eng
dc.descriptionPh. D. University of Missouri--Columbia 2011.eng
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Communication.eng
dc.description"May 2011"eng
dc.description.abstractThis study looks at how new media technologies are adopted by nonprofit organizations (NPOs) and their employees. Using qualitative interviews, the study explores how new media are incorporated into NPO work and how such adoption allows the organizations and their staff to have greater influence on their community by serving an agenda setting function in society. Overall, participants in this study find that there are many positive outcomes of new media adoption, such as increased efficiencies, a greater connection with the NPO community, and the ability to see immediate results from using new media for activities such as posting to social networking sites. Participants also mentioned the downsides of new media adoption that include a faster pace of work, the expectation to be available 24/7, and increased sloppy work. The majority of participants see new media as tools that enable NPOs to serve a news producing function in society.eng
dc.format.extentvii, 161 pageseng
dc.identifier.oclc872560873eng
dc.identifier.otherBrengarthL-050111-D5342eng
dc.identifier.urihttp://hdl.handle.net/10355/15765eng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartof2011 Freely available dissertations (MU)eng
dc.subjectmedia technologieseng
dc.subjectnonprofit organizationeng
dc.subjectagenda settingeng
dc.subjectcommunication strategyeng
dc.titleNonprofits and new media: how do NPOs and their employees adopt and use new media to communicate with and influence their community?eng
dc.typeThesiseng
thesis.degree.disciplineCommunication (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelDoctoraleng
thesis.degree.namePh. D.eng


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