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Amplifying NGO Messages with Critical Incidents: A Comparative Analysis of the Impact of New Media Disruption and Legacy Media in Journalism
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Abstract
This paper explores the use of traditional and new media by Non-Governmental Organizations (NGOs) for effective communication. It argues that NGOs should leverage different media forms based on specific circumstances. The paper discusses Farm Radio International’s use of radio and mobile phones to engage farmers in dialogue, empowering them to voice their concerns. It also highlights the #blogladesh campaign, where mommy bloggers were utilized to raise awareness of women’s and children’s health issues. By using traditional media, NGOs can reach a wider audience, particularly in marginalized communities. New media, on the other hand, offers personalized and interactive communication. Understanding the strengths and limitations of each media form enables NGOs to effectively convey their messages, enhance communication effectiveness, and achieve their mission and goals.
Keywords
NGO, journalism, new media, legacy media, critical incidents
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Cite this article
Lu,A. (2023). Amplifying NGO Messages with Critical Incidents: A Comparative Analysis of the Impact of New Media Disruption and Legacy Media in Journalism . Communications in Humanities Research,18,8-13.
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