Uniform TitleMission matters: the role of organizational mission objectives in media selection and implementation by NGOs worldwide
NameTalib, Saman (author), Kern, Montague (chair), Pavlik, John (internal member), Keith, Susan (internal member), Connaughton, Stacey (outside member), Rutgers University, Graduate School-New Brunswick,
SubjectCommunication, Information and Library Studies,
DescriptionThe significance of transnational civil society has become undeniable over the last decade and Non-governmental organizations (NGOs) have been playing an increasingly prominent role in the public sphere. However, not much attention has been given to these organizations and their communication practices. The purpose of this study was to examine NGOs from a communicative perspective and shed light on their daily practices.
To this end, the study began by exploring various areas of research, including political communication, organizational communication, voluntary sector research, new media theories, and diffusion of innovations. This exploration resulted in some propositions about the communication behavior of NGOs, which are: The main function of NGOs is to create social capital through networks, NGOs are driven by their missions rather then a desire for gaining profit, and in order to fulfill their missions NGOs must engage in social capital building activities for their constituents. A model of communication media adoption and use was also derived from this review of the literature.
A sample was selected from the NGOs associated with the United Nations' Department of Information and the Economic and Social Council. The study used a mixed method approach to the subject and data was collected through an online survey with quantitative and qualitative items. Interviews were also conducted based on the sample. The quantitative data garnered from the survey was analyzed using statistical procedures including, frequencies, correlation analysis, and factor analysis. Qualitative data derived from the survey and interviews was analyzed using the grounded theory approach.
The analyses resulted in some conclusions, first, that there is variation in the use of new media in NGOs. Second, this variation is impacted by internal and external organizational factors. Third, the mission objectives of these organizations do impact their decisions regarding the communication practices they espouse. Fourth, that networking and social capital creation is indeed an important outcome of their work.
Note[bibliography] Includes bibliographical references (p. 177-183).
CollectionGraduate School - New Brunswick Electronic Theses and Dissertations
Organization NameRutgers, The State University of New Jersey
RightsThe author owns the copyright to this work.