Nonprofits and new media: how do NPOs and their employees adopt and use new media to communicate with and influence their community?

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Nonprofits and new media: how do NPOs and their employees adopt and use new media to communicate with and influence their community?

Please use this identifier to cite or link to this item: http://hdl.handle.net/10355/15765

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dc.contributor.advisor Behm-Morawitz, Elizabeth en_US
dc.contributor.author Brengarth, Lauren Bacon
dc.contributor.other University of Missouri-Columbia. Graduate School. Theses and Dissertations. Dissertations. 2011 Dissertations en_US
dc.date.accessioned 2012-10-18T15:18:52Z
dc.date.available 2012-10-18T15:18:52Z
dc.date.issued 2011
dc.date.submitted 2011 Spring en_US
dc.identifier.other BrengarthL-050111-D5342
dc.identifier.uri http://hdl.handle.net/10355/15765
dc.description Title from PDF of title page (University of Missouri--Columbia, viewed on October 18, 2012). en_US
dc.description The 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. en_US
dc.description Dissertation advisor: Elizabeth Behm-Morawitz en_US
dc.description Includes bibliographical references. en_US
dc.description Vita. en_US
dc.description Ph. D. University of Missouri--Columbia 2011. en_US
dc.description Dissertations, Academic -- University of Missouri--Columbia -- Communication. en_US
dc.description "May 2011" en_US
dc.description.abstract This 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. en_US
dc.format.extent vii, 161 pages en_US
dc.language.iso en_US en_US
dc.publisher University of Missouri--Columbia en_US
dc.relation.ispartof 2011 Freely available dissertations (MU) en_US
dc.subject media technologies en_US
dc.subject nonprofit organization en_US
dc.subject agenda setting en_US
dc.subject communication strategy en_US
dc.title Nonprofits and new media: how do NPOs and their employees adopt and use new media to communicate with and influence their community? en_US
dc.type Thesis en_US
thesis.degree.discipline Communication en_US
thesis.degree.grantor University of Missouri--Columbia en_US
thesis.degree.name Ph. D. en_US
thesis.degree.level Doctoral en_US


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