Herramientas de comunicación para el tercer sector: el uso de las redes sociales por las ONGD catalanas
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Title
Herramientas de comunicación para el tercer sector: el uso de las redes sociales por las ONGD catalanasDate
2014-12Publisher
Universidad de CádizISSN
2255-3401Bibliographic citation
IRANZO, Amador; FARNÉ, Alessandra. HERRAMIENTAS DE COMUNICACIÓN PARA EL TERCER SECTOR: EL USO DE LAS REDES SOCIALES POR LAS ONGD CATALANAS. Commons. Revista de Comunicación y Ciudadanía Digital, 2014, vol. 3, no 2.Type
info:eu-repo/semantics/articlePublisher version
http://reuredc.uca.es/index.php/cayp/article/viewFile/711/656Subject
Abstract
Social media are already a communication tool used by any
type of organization. This paper focuses on the communication
of the Catalan non-governmental development organizations
(NGDOs) in two of the most widely ... [+]
Social media are already a communication tool used by any
type of organization. This paper focuses on the communication
of the Catalan non-governmental development organizations
(NGDOs) in two of the most widely used social media
platforms: Facebook and Twitter. This study addresses the
discourse that these NGDOs generate around cooperation
and development as well as their communicative practices to
engage with citizens on these matters. The analysis shows that
the discourse produced by the organizations on social media
is consistent with the one issued through other channels.
There are also some contradictions: although NGDOs see
social media as a very important tool and appreciate that they
can foster interaction with their audiences, they still use them
under a traditional model of unidirectional communication.
Moreover, the interaction with their audiences is very low and
of poor quality. Hence, organizations fail to take advantage
of the potentialities of social media to promote a more
transformative communication. [-]
Is part of
Commons. Revista de Comunicación y Ciudadanía Digital, 2014, vol. 3, no 2Rights
http://rightsstatements.org/vocab/InC/1.0/
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
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