Global activism and new media: A study of transnational NGOs' online public relations - 2 views

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  #1 Alan Beazley on 17 Apr 11

   

  Seo's paper discusses the use and efficiency of new media within transnational / nongovernment organisations (NGOs). Based on the global connectedness of the Internet, activists can effectively coordinate and mobiles citizens across the globe and at minimal costs. His study highlights that out of 75 NGO's, 75% reassessed their mass media strategies and began taking leverage from social media services such as; Twitter and Facebook.
  
  Surprisingly, Seo's recent publication online defines new media as websites, blogs, wikis and podcasts but what he fails to mention is the interlinking of web 3.0 innovations such as locative media, aggregation and augmented reality - which when stacked with new media - facilitates real time information sharing and mobile participation. Rather than focussing on new media's involvement with coordinating demonstrations and protests, Seo's analysis covers its roles in promoting organisations image, fund-raising, providing material to journalists and establishing relationships with other NGO's.
  
  Some concerns for using new media in NGO public relation activities include; moderating the information, commitment of maintaining a global conversation, the scope of the web audience and losing the prestige of getting their stories covered by mainstream television or newspapers. This last point may not be a problem for long as the mainstream media institutions are rapidly embracing new media and digital convergence (Jenkins, 2004, p4).
  
  
  Seo, H. et al. (2009). Public Relations Review, Vol.35(2), p.123-126 [Peer Reviewed Journal]
  
  Jenkins, H. (2004) The Cultural Logic of Media Convergence: International Journal of Cultural Studies, vol. 7 no. 1 33-43

   

  <div class="cArrow"> </div><div class="cContentInner">Seo's paper discusses the use and efficiency of new media within transnational / nongovernment organisations (NGOs). Based on the global connectedness of the Internet, activists can effectively coordinate and mobiles citizens across the globe and at minimal costs. His study highlights that out of 75 NGO's, 75% reassessed their mass media strategies and began taking leverage from social media services such as; Twitter and Facebook. <br /> <br /> Surprisingly, Seo's recent publication online defines new media as websites, blogs, wikis and podcasts but what he fails to mention is the interlinking of web 3.0 innovations such as locative media, aggregation and augmented reality - which when stacked with new media - facilitates real time information sharing and mobile participation. Rather than focussing on new media's involvement with coordinating demonstrations and protests, Seo's analysis covers its roles in promoting organisations image, fund-raising, providing material to journalists and establishing relationships with other NGO's. <br /> <br /> Some concerns for using new media in NGO public relation activities include; moderating the information, commitment of maintaining a global conversation, the scope of the web audience and losing the prestige of getting their stories covered by mainstream television or newspapers. This last point may not be a problem for long as the mainstream media institutions are rapidly embracing new media and digital convergence (Jenkins, 2004, p4). <br /> <br /> <br /> Seo, H. et al. (2009). Public Relations Review, Vol.35(2), p.123-126 [Peer Reviewed Journal] <br /> <br /> Jenkins, H. (2004) The Cultural Logic of Media Convergence: International Journal of Cultural Studies, vol. 7 no. 1 33-43</div>

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