From Organizational-Centric Engagement to Network-Centric Engagement: The Role of Autonomous Public Communities in a Mediated Public Policy Advocacy Network

Yang, Aimei; Taylor, Maureen

doi:10.1177/20563051211038262

Cited by 3 publications

(1 citation statement)

References 52 publications

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“…Ranging from simple likes, shares, and brief comments easily accessible to a range of public audiences [3] to profound discussions taking place within topic-oriented communities on social media platforms [4][5][6], these cost-effective communication tools empower activists and ordinary individuals to readily participate in discussions concerning various issues, thereby amplifying their voices effectively. With this influence, social media serves as a conduit for both online and offline activism, mobilizing 'non-expert publics' (hereafter, 'publics') (In current research, the term 'non-expert publics' refers to non-expert individuals who recognize a problem or opportunity, and take action to address it (in this case, climate change), as well as those who have built or can build relationships with relevant organizations (in this case, organizations active on climate change) [7][8][9][10]) and advocating for climate policies [11][12][13][14].…”

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confidence: 99%

Identifying Different Semantic Features of Public Engagement with Climate Change NGOs Using Semantic Network Analysis

Kim,

Hara

2024

Sustainability

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Social media platforms have revolutionized the engagement between climate non-governmental organizations (hereafter, NGOs) and their publics on climate issues. This research diverges from the traditional use of metrics like retweets and likes as simple indicators of identical success in ‘one-way’ climate communication. Instead, it underscores ‘two-way’ interactions and their connections that may vary by specific public engagement features, such as popularity, commitment, and virality. Using semantic network analysis, we analyzed tweets and replies between high-engagement NGOs and their publics, identifying communication patterns tied to particular types of public engagement. Additionally, we investigated shared meanings in these interactions with semantic similarity metrics and assessed sentiment alignment between NGOs and their publics as potential indicators of public engagement. Our findings suggest that climate NGOs should select resonating topics, ensuring their sentiments align with those of their publics. It’s also essential to tailor topics and focus points in climate communication strategies to reflect desired types of public engagement. This study offers insights into optimizing communication and engagement strategies for climate NGOs on social media.

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Section: Introductionmentioning

confidence: 99%

Identifying Different Semantic Features of Public Engagement with Climate Change NGOs Using Semantic Network Analysis

Kim,

Hara

2024

Sustainability

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The influence of follower reactions on political leaders’ environmental policy communication: toward a social-mediated dynamic influence framework

Yang,

Sun

2024

Journal of Applied Communication Research

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Organizational communication for social change on social media: NPOs’ social media strategies based on their perception of three stakeholder networks in collective and connective action

Ihm

2024

Journal of Communication

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Social media transform and complicate nonprofit organizations’ (NPOs) traditional communication to engage and lead stakeholders for collective action. Stakeholders can self-organize for connective action on social media and form stakeholder networks of varied potential and structures that NPOs may leverage for collective goals. Facing such networks, NPOs may communicate in diverse ways to accommodate and take advantage of the diverse stakeholder networks. Through two surveys conducted with 375 (Study 1) and 74 (Study 2) NPOs, this study suggests that NPOs diversify their communication to leverage different potential from each stakeholder network by crafting different types of social media activities based on their perception of different networks. This study develops a comprehensive theoretical understanding of NPOs’ transformed and complex communication strategies for stakeholder engagement in driving social change, opening up new avenues for organizational communication and collective and connective action scholarship.

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From Organizational-Centric Engagement to Network-Centric Engagement: The Role of Autonomous Public Communities in a Mediated Public Policy Advocacy Network

Cited by 3 publications

References 52 publications

Identifying Different Semantic Features of Public Engagement with Climate Change NGOs Using Semantic Network Analysis

Identifying Different Semantic Features of Public Engagement with Climate Change NGOs Using Semantic Network Analysis

The influence of follower reactions on political leaders’ environmental policy communication: toward a social-mediated dynamic influence framework

Organizational communication for social change on social media: NPOs’ social media strategies based on their perception of three stakeholder networks in collective and connective action

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