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Choosing the Right Media for Mobilization: Understanding Issue Advocacy Groups’ Media Choice Strategies |
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Abstract:
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At the heart of the current pluralistic democratic system lie issue advocacy groups that mobilize citizens on specific public issues. This study explores issue advocacy groups’ media choice strategies to communicate with the public. 209 issue advocacy groups in North America were telephone surveyed to find out their media usage and gratifications obtained from the media use. The data were analyzed employing Dimmick’s (2003) niche analysis and the result suggests that new media such as email and websites are more widely used and competitively superior to traditional media such as television and radio advertising for issue advocacy groups. |
Most Common Document Word Stems:
group (242), media (198), issu (116), use (109), advocaci (108), gratif (70), nich (64), communic (51), organ (50), new (46), resourc (45), mobil (42), superior (41), medium (40), technolog (38), n (34), public (31), overlap (30), 1 (29), theori (29), measur (29), |
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Association:
Name: Association for Education in Journalism and Mass Communication
URL: http://www.aejmc.org
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Citation:
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MLA Citation:
| Min, Seong-Jae. and Kim, Young Mie. "Choosing the Right Media for Mobilization: Understanding Issue Advocacy Groups’ Media Choice Strategies" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Marriott Downtown, Chicago, IL, Aug 06, 2008 <Not Available>. 2008-12-10 <http://www.allacademic.com/meta/p272493_index.html> |
APA Citation:
| Min, S. and Kim, Y. , 2008-08-06 "Choosing the Right Media for Mobilization: Understanding Issue Advocacy Groups’ Media Choice Strategies" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Marriott Downtown, Chicago, IL Online <PDF>. 2008-12-10 from http://www.allacademic.com/meta/p272493_index.html |
Publication Type: Conference Paper/Unpublished Manuscript
Abstract: At the heart of the current pluralistic democratic system lie issue advocacy groups that mobilize citizens on specific public issues. This study explores issue advocacy groups’ media choice strategies to communicate with the public. 209 issue advocacy groups in North America were telephone surveyed to find out their media usage and gratifications obtained from the media use. The data were analyzed employing Dimmick’s (2003) niche analysis and the result suggests that new media such as email and websites are more widely used and competitively superior to traditional media such as television and radio advertising for issue advocacy groups. |
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| Document Type: |
PDF |
| Page count: |
34 |
| Word count: |
7771 |
| Text sample: |
| Issue advocacy groups and media 1 Running head: ISSUE ADVOCACY GROUPS AND MEDIA Choosing the Right Media for Mobilization: Understanding Issue Advocacy Groups’ Media Choice Strategies Seong-Jae Min Young Mie Kim Ohio State University Corresponding author: Seong-Jae Min. School of Communication Ohio State University Columbus OH 43210. Phone: 614-329-1256; Email: min.66@osu.edu. The authors would like to thank Dr. John Dimmick for his guidance. Issue advocacy groups and media 2 Issue advocacy groups and media: Communicating for political mobilization Abstract |
| inspiring citizens to contact write letters or petition to government agencies or Congress members? Issue advocacy groups and media 34 12. How often does your group use _ROTATE______ for organizing and engaging in demonstrations protest and other participatory events? 13. How often does your group use _ROTATE______ for receiving feedback from citizens? 14. How often does your group use _ROTATE______ for facilitating discussion among citizens? 15. How often does your group use _ROTATE______ for presenting your group’s views to |
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