Fostering democracy through social media: Evaluating diametrically opposed nonprofit advocacy organizations' use of Facebook, Twitter, and YouTube

Public Relations Review

Volumn 39, Issue 4, 2013, Pages 369-376

  Auger, Giselle A ^a  

^a DUQUESNE UNIVERSITY   (United States)

Author keywords

Facebook; Nonprofit advocacy; Persuasion; Propaganda; Twitter; YouTube

Indexed keywords

EID: 84887100929     PISSN: 03638111     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.pubrev.2013.07.013     Document Type: Article

References (25)

1. Bortree D.S., Seltzer T. Dialogic strategies and outcomes: An analysis of environmental advocacy groups' Facebook profiles. Public Relations Review 2009, 35:317-319.
2. Briones R.L., Kuch B., Liu B.F., Jin Y. Keeping up with the digital age: How the American Red Cross uses social media to build relationships. Public Relations Review 2011, 37:37-43.
3. Cohen J. A coefficient of agreement for nominal scales. Educational and Psychological Measurement 1960, 20:37-46.
4. de Tocqueville A. Democracy in America, vol. 2 (1899 translation) 1830, downloaded from the University of Virginia, http://xroads.virginia.edu/~HYPER/DETOC/toc_indx.htmls 16.06.12. Electronic ed.
5. English K., Sweetser K.D., Ancu M. YouTube-ification of political talk: An examination of persuasion appeals in viral video. American Behavioral Scientist 2011, 55(6):733-748.
6. Facebook Facebook Newsroom Key Facts 2012, http://newsroom.fb.com/content/default.aspx?NewsAreaId=22 Retrieved 27.05.12.
7. Freelon From the mailbag, 12/14/09 2012, http://dfreelon.org/2009/12/14/from-the-mailbag-121409/ Retrieved 21.06.12.
8. Freeman C.P. A greater means to the greater good: Ethical guidelines to meet social movement organization advocacy challenges. Journal of Mass Media Ethics 2009, 24:269-288.
9. Google 2012, Pro-gun list, http://hughesonthenet.blogs.com/secondamendmentstuff/ProGun.htm Retrieved 25.05.12.
10. Greely E. Our American Democracy: How do nonprofits fit in?. Nonprofit World 2006, 24(3):14.
11. Grunig J.E., Hunt T. Managing Public Relations 1984, Holt, Rinehart & Winston, New York.
12. Internal Revenue Service (IRS) Data Book 2011 2012, http://www.irs.gov/pub/irssoi/11databk.pdf Retrieved.
13. Lohmann R.A. The commons: New perspectives on nonprofit organizations, voluntary action and philanthropy 1992, downloaded from the Digital Library of the Commons, Indiana University on June 15.06.12. Electronic ed.
14. Lovejoy K., Saxton G.D. Information, community, and action: How nonprofit organizations use social media. Journal of Computer-Mediated Communication 2012, 17:337-353.
15. Lovejoy K., Waters R.D., Saxton G.D. Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less. Public Relations Review 2012, 38:313-318.
16. Miller B. Agenda building via issue advocacy: Stakeholder perceptions and public information processing. Unpublished conference paper - International Communication Association, 2006 Annual Meeting 2006, 1-32.
17. Pattie C.J., Johnston R.J. It's good to talk: Talk, disagreement and tolerance. British Journal of Political Science 2008, 38:677-698.
18. Public Relations Society of America (PRSA) (2012). PRSA Member Statement of Professional Values. Retrieved 06.04.12 from http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish.
19. Saxton G.D., Guo C., Brown W.A. New dimensions of nonprofit responsiveness: The application and promise of internet-based technologies. Public Performance and Management Review 2007, 31(2):144-171.
20. Scudder J.N., Mills C.B. The credibility of shock advocacy: Animal rights attack messages. Public Relations Review 2009, 35:162-164.
21. Waters R.D., Lord M. Examining how advocacy groups build relationships on the Internet. International Journal of Nonprofit and Voluntary Sector Marketing 2009, 14:231-241.
22. Waters R.D., Burnett E., Lamm A., Lucas J. Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review 2009, 35:102-106.
23. Weberling B. Framing breast cancer: Building an agenda through online advocacy and fundraising. Public Relations Review 2012, 38:108-115.
24. Xifra J., Grau F. Nanoblogging PR: The discourse on public relations in Twitter. Public Relations Review 2010, 36(2):171-174.
25. YouTube Facts and Figures 2011, http://www.youtube.com/watch?v=hYKhVHXW2MU Retrieved 11.06.12.