Public narrative in digital canvassing : emerging hybrid strategies
- Degree Grantor:
- University of California, Santa Barbara. Communication
- Degree Supervisor:
- Cynthia Stohl
- Place of Publication:
- [Santa Barbara, Calif.]
- Publisher:
- University of California, Santa Barbara
- Creation Date:
- 2016
- Issued Date:
- 2016
- Topics:
- Communication
- Keywords:
- Collective action,
Digital networks,
Hybrid organizing,
Nonprofit outreach,
Organizing, and
Electoral outreach - Genres:
- Online resources and Dissertations, Academic
- Dissertation:
- M.A.--University of California, Santa Barbara, 2016
- Description:
This study explores the public narrative format of traditional face-to-face canvassing in the digital context of YouTube using the concept of hybrid organizing as a framework. Research questions ask about the role of public narrative components and viral video elements in driving popularity of digital canvassing videos, and differences between videos produced by formal organizations and those produced by networked entrepreneurs. A content analysis of 93 YouTube canvassing videos shows that popularity is associated not with public narrative but rather with viral digital elements including music and production quality. Findings further show that formal organizations and networked entrepreneurs employ narrative components differentially, and videos produced by formal organizations achieve far greater popularity than those produced by networked entrepreneurs. Implications for digital organizational outreach are discussed.
- Physical Description:
- 1 online resource (91 pages)
- Format:
- Text
- Collection(s):
- UCSB electronic theses and dissertations
- Other Versions:
- http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqm&rft_dat=xri:pqdiss:10243240
- ARK:
- ark:/48907/f3g44qfj
- ISBN:
- 9781369576207
- Catalog System Number:
- 990047512070203776
- Copyright:
- Avigail McClelland-Cohen, 2016
- Rights:
- In Copyright
- Copyright Holder:
- Avigail McClelland-Cohen
File | Description |
---|---|
Access: Public access | |
McClellandCohen_ucsb_0035N_13271.pdf | pdf (Portable Document Format) |