The Civil Society Organization Media Manager as Critical Communicator

Abstract

Substantial improvement in civil society organizations' [CSOs] management of communication and media endeavors requires a shift from business and marketing models to a development communication perspective. Acting beyond the platform driven model of the current conception of the media manager, the critical communicator will be guided by a rights-oriented, civil society-driven social change vision; critique of the corporatization and marketization of CSOs; lateral, holistic management strategies in facilitating the efforts of the communication -media team; use of multiple media including new media technologies, in particular Web 1.0, 2.0 and 3.0, in order to advance audience-user participation in knowledge production and dissemination [participatory informatics]; and media campaigns that seek to maximize the CSO's contributions to the advancement of justice, equality, democratization and civic engagement in governance and public policy debates.

Do communicators take over? Mediatization and conflicts in civil society

“…Second, a distinction between organizations' media strategies and communication strategies and how they are affected by mediatization is also of importance. Research in communication often separates communicators from media managers (Lemish & Caringer, 2012) and external communication into bridging and buffering, where bridging is understood as a more symmetric two-way communication and buffering is a more asymmetric defensive strategy which serves to protect the organization (Wonneberger & Jacobs, 2016). Because organizations handle or respond to traditional media with a certain language profile-which could be different from the profile CSOs use when they speak to or communicate with their own constituents or members via, for example, social media platforms-the understanding of how mediatization affects policy work could be read as more complex.…”

What Makes a Social Media Manager? Insights from the Content Analysis of Job Advertisements in India

“…Thus we have analyzed approximately 12000 words out of which 9137 words indicate the skillset and rest were eliminated [6]. We have distributed these 9138 words or can say keywords under eight broad categories depending upon the skills required for a particular theme [7]. So basically complete analysis is compressed into eight broad skills category, and under each of them, there are several subcategory keywords whose frequency is noted.…”