Nonprofit organizations and the use of new media: A case study of Doctors without Borders
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
The popularity of social media among nonprofit organizations have increased over the years, and is considered as a beneficial tool of reaching out to new target groups, hopefully to increase NPO’s awareness, users engagement and in the end possibly even contribution, participation, memberships and donations. This thesis exemplifies how Doctors without Borders make use of Facebook and Twitter, two of the most popular social media of today, together with how the users consider the presence of non-profit organizations on these platforms. The empirical material was gathered through two qualitative interviews with employees at Doctors without Borders, and four focus groups with 12 users of social media, illustrating how NPO’s work with social media and how the users comprehend their presence. The study provides some guidelines for NPO’s when dealing with further work on, and the use of, new media, and it exemplifies the users’ reflections on NPO’s position on Facebook and Twitter. It shows that it is easier to show support towards an organization online than offline, by likeing an organization on Faebook, however the level of commitment is up for debate. Interactivity is regarded as the base for social media, and the vital difference in comparison to traditional media. Despite this are the users inactive with NPO’s on Facebook and Twitter, because they consider themselves as spectators online.
Place, publisher, year, edition, pages
social media, new media, nonprofit, NPO's, Doctors without Borders, civil society, Facebook, Twitter
Media and Communications
IdentifiersURN: urn:nbn:se:su:diva-77694OAI: oai:DiVA.org:su-77694DiVA: diva2:535033