Media Use and Participant Inclusion: Influences on Efficacy in Paid Staff Youth Nonprofit Civic Organizations

Abstract

Organizations, especially youth organizations, often use media and communication tools to engage participants and achieve their goals. While these tools have the potential to benefit organizations, it is unclear whether using media tools influences effectiveness and how their use compares to traditional engagement practices. In this chapter, I examine the impact of both media tools and participant inclusion on organizational efficacy, controlling for various organizational characteristics. I use originally collected survey data from paid staff youth nonprofit civic organizations in the Raleigh, North Carolina area. I find that using Twitter increases organizational efficacy, but the effect is ameliorated by the inclusion of organizational characteristics. I also find that media tools tend to be used by organizations in a one-directional manner, which may help explain their limited impact. Using media tools is not sufficient to increase efficacy since the way they are used also matters. Including youth in daily decision-making processes, however, increases organizational efficacy and the relationship is robust to including organizational characteristics.

Citation

Gaby, S. (2017), "Media Use and Participant Inclusion: Influences on Efficacy in Paid Staff Youth Nonprofit Civic Organizations", Earl, J. and Rohlinger, D.A. (Ed.) Social Movements and Media (Studies in Media and Communications, Vol. 14), Emerald Publishing Limited, Leeds, pp. 209-240. https://doi.org/10.1108/S2050-206020170000014012