Information, Community, and Action on Sina-Weibo: How Chinese Philanthropic NGOs Use Social Media

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• 作者：Huiquan Zhou ; Quanxiao Pan
• 关键词：China ; Social media ; Nongovernmental organization ; Stakeholder engagement
• 刊名：Voluntas: International Journal of Voluntary and Nonprofit Organizations
• 出版年：2016
• 出版时间：October 2016
• 年：2016
• 卷：27
• 期：5
• 页码：2433-2457
• 全文大小：514 KB
• 刊物类别：Humanities, Social Sciences and Law
• 刊物主题：Social Sciences
  Social Sciences
  
• 出版者：Springer Netherlands
• ISSN：1573-7888
• 卷排序：27

文摘

This study explored Chinese NGOs’ behavior on domestic social media platforms. By observing 155 rural education NGOs on one of China’s most popular social media sites, Sina-Weibo for 6 months, we found that despite Internet censorship and the unique government-NGO relationship in China, the Chinese NGOs are active on Weibo. Like their Western counterparts, the Chinese NGOs use social media to share information, build community, and mobilize resources. Because the Chinese NGOs face some unique legitimacy problems, aside from using social media to attract followers, they also use social media’s powerful broadcasting function to improve organizational legitimacy. To fit into the Weibo community, the organizations use a large amount of slang and emoji, and publish a significant number of posts which cover popular topics, but are not related to their work.