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Communicating Citizenship Online

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Code: 978-1-61289-098--2

Title: Communicating Citizenship Online
Author(s): Janelle Ward
Publish Date: July 2012
Pages: 194
Format: Cloth
How do youth organizations use new media? How do they address Internet savvy youth who are also apathetic citizens? How has this evolved with new demands for interactivity in social media? These are contemporary challenges facing any organization active online.

This book aims to analyze one particular scenario of modern-day political communication: online communication directed from youth organizations to young citizens. Spanning seven years of research (2003–2010), it looks at web philosophy and methods of online communication (via websites, Facebook and Twitter), in three separate political contexts, and with a variety of analytical tools.

This book provides theoretical and practical insights into how organizations are using new media to address today’s young citizen. In a broad sense, it is a study about contemporary citizenship: It examines how citizenship is changing and how this is reflected in organizational aims. It is also an inquiry into online political communication: It provides a comprehensive overview of web-based communication, starting in the heyday of official websites and moving into the realm of social media. It provides important insights into the relationship between context and content.

Contents:Introduction. CITIZENSHIP AND YOUTH. The Democratic Context. Youth and Citizenship. The Conventional Realm of Citizenship. The Nonconventional Realm of Citizenship. Institutional Actors. Summary. COMMUNICATING ONLINE TO THE CITIZEN. The Democratic Context and Youth Online. Web Presence: Features and Possibilities. Conceptualizing Online Communication. Communicating to Youth Online. Summary. THEORETICAL AND METHODOLOGICAL CONSIDERATIONS. Research Design. YOUTH WEBSITES AND THE 2004 EUROPEAN PARLIAMENT ELECTION CAMPAIGN. Introducing the Youth Organizations. Information and Engagement Features. An Electoral Focus. Nonelectoral Content. Discussion. THE WEB PRESENCE OF YOUTH ORGANIZATIONS. Introducing the Youth Organizations. Views Toward Youth. Youth Organization Web Strategy. Legitimacy of the Youth Organization. An Updated Analysis: Social Media. Discussion. ADDRESSING POLITICAL CONSUMERISM ONLINE. Typologizing Political Consumism. The View of Youth Organizations. Aim and Reality of Websites. Discussion. CONCLUSION. Summary of Findings. Theoretical Insights. Methodological Issues. Issues for Future Consideration. Appendixes. References. Author Index. Subject Index.

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