社交媒体与非营利倡导:新范式的开始  

Social Media and Nonprofit Advocacy:The Beginning of a New Paradigm

作　　者：郭超[1,2] 格雷戈里·萨克斯顿 许文颖(译) 徐越倩(译/校) Guo Chao;Gregory D.Saxton

机构地区：[1]美国宾夕法尼亚大学社会政策与实践学院 [2]非营利组织与志愿行动研究会(ARNOVA) [3]加拿大约克大学舒力克商学院 [4]浙江工商大学英贤慈善学院,杭州310018

出　　处：《公益研究》2025年第1期120-133,138,共15页

摘　　要：社交媒体时代,非营利倡导组织在追求社会变革进程中,面临着资源与相关性的双重挑战。社交媒体的兴起虽然为非营利组织提供了前所未有的互动与传播机会,但信息过载与激烈竞争也使“关注”成为当前倡导工作中最为稀缺的资源。基于这一现实,构建以“关注”为核心的概念框架,阐明非营利倡导应如何从单纯的“获得关注”迈向实质性的“实现影响”。在该框架下,组织需先结合自身社交媒体网络特征,制定恰当的沟通策略以有效吸引公众关注,随后通过积累社交媒体资本、强化联盟合作以及实现线上线下协同,最终增强其在公共政策和更广泛社会议程中的影响力。这一框架为非营利组织在嘈杂的信息生态中实现有效动员提供理论支撑,也为更具持续性的社会变革注入持续动力。In the age of social media,nonprofit advocacy organizations face resource and relevance issues in their pursuit of social change.While the rise of social media has offered unprecedented opportunities for interaction and communication,information overload and intense competition have rendered“attention”an increasingly scarce resource in contemporary advocacy efforts.In response,a conceptual framework centered on“attention”is proposed,illustrating how nonprofit advocacy can move from merely“gaining attention”to substantively“achieving impact.”Within this framework,organizations must first align their strategies with the characteristics of their social media networks to effectively capture public attention.They can then accumulate social media capital,strengthen alliances,and create online-offline synergy,ultimately enhancing their influence on public policy and broader social agendas.This framework offers theoretical underpinnings for effective mobilization within an overloaded information environment,thereby helping foster enduring momentum for sustained social transformation.

关 键 词：社交媒体 关注 倡导 非营利组织 

分 类 号：D632.9[政治法律—政治学]