Strategic Communication for Non-Profit Organisations

Challenges and Alternative Approaches

Edited by Evandro Oliveira, University of Leipzig, Germany et al.

Communication in the public sphere as well as within organizational contexts has attracted the interest of researchers over the past century. Current forms of citizen engagement and community development, partly enabled through digital communication, have further enhanced the visibility and relevance of non-profit communication. These are performed by the civil society, which is 'the organized expression of the values and interests of society' (Castells, 2008) in the public sphere. Non-profit communication feeds the public sphere as 'the discursive processes in a complex network of persons, institutionalized associations and organizations,' whereas those 'discourses are a civilized way of disagreeing openly about essential matters of common concern' (Jensen, 2002). Despite the relevance in the public sphere, non-profit communication was never properly defined within communication research. The aim of the present book is to offer an overview and report on Strategic Communication for Non-Profit-Organisations and the Challenges and Alternative Approaches. Considering the assumption that a key principle of strategic communication is the achievement of organisational goals, the majority of research developed in the field has used business environments to develop theories, models, empirical insights and case studies. Here, we take a step towards new approaches centred on the concept of non-profit in various dimensions and from various perspectives, showing the diversity and complexity around this subject and at the same time the need of further theoretical and empirical work that provides frameworks and also tools for further understanding of the phenomena.

Marketing & Economics

An integrative approach to making effective business decisions in the global marketing world.

Sultan Kermally

This book bridges the disciplines of economics and marketing and brings them to bear on the analysis of contemporary business problems. The world has changed dramatically over the last four decades. Sociologically, technologically, economically and politically speaking the world is changing at an increasing pace. The spread of ideas and values are reinforcing the impact of globalization on various business operations and activities. As the late Peter Drucker once remarked: “while you were out the world changed.” To make sense of to the world we live in, we are compelled to draw from diverse disciplines and subjects.This book focuses on the contributions of economics and marketing. The basic principles, theories and issues of economics are selected and are integrated with key elements and principles of marketing. Marketers, in conventional as well as in digital markets, are encouraged to integrate marketing with economics in order to make successful and effective business decisions. Marketing and Economics are subjects dealing with business – business of private firms, not-for-profit organisations and that of government. Economics involves allocation of scarce resources. Scarcity in economics is relative scarcity, scarcity in relation to demand. Written in a casual, accessible language and taking very little for granted, this book is for anyone who is curious about economics and marketing. It provides the essential analytical framework necessary for thriving in today's business. In its diverse chapters it covers topics such as offshoring, the circular economy, benchmarking, mergers and acquisitions, knowledge and innovation, services industries, customer relationships, advertising and communication, among others. It is particularly well suited to undergraduates in business or economics and its fresh perspectives on today's challenges would be of interest to business managers and marketing professionals.

Network Society

How Social Relations rebuild Space(s)

Roberta Iannone, Sapienza University of Rome, Italy et al.

The present volume attempts to critically evaluate claims that modern society may be read and understood as a network. Accepting that this perspective holds some potential, the question becomes how to best capitalize on it. To analyze society as a network means to respond not only to the “actual needs”, but also to highlight the "opportunities" and the "utilities", and to investigate whether society is increasingly relational or just perceived as such, as e.g. digital "social networks" and related concepts exemplify. From a strictly scientific perspective to answer the question "how to" read society as a network means to ask ourselves: a) if the conceptual categories (especially the concepts of structure and exchange) and the paradigms of traditional analysis (holism and individualism, both in the functionalist and the conflictive versions) are still sufficient; b) if new conceptual categories/theories/instruments are needed to represent more properly the reality we face: to investigate it, to explain it or, at least, to understand it. Starting from a reflection on already established social networks (Scott, 2003), the fundamental differences between groups and networks (Vergati, 2008), the logics of networks (Serra, 2003) as well as social capital formation and links (Di Nicola, 2006; Mutti, 1998), we seize the spatial dynamics, seemingly following opposite paths, but which revert to a common denominator: de-spatialization and re-spatialization, namely the processes of dematerialization of space(s) and its reconstruction by specific relational dynamics and forms. The study of networks is therefore not attributable to a single theory but to several theories converging towards a unique perspective (spaces) and logical reasoning (Serra, 2001) each one with its own uniqueness. The strength of this volume and the difference with respect to other attempts at explaining the Network Society lies in the multidimensional and interrelated perspectives it offers emerging from converging multidisciplinary perspectives (sociological, anthropological and linguistic), and from applications that the Network Society provides, namely, international (European Governance), institutional, public (linguistic landscape of the city of Rome) and mediated ones (communication technology).

The Solitary Voice of Dissent

Using Foucault and Giddens to Understand an Existential Moment

Martin Kay

This book urges respect for solitary dissent rather than censure. It equips a wide audience to understand what previously seemed unimaginable, much less comprehensible. It shows the reader how to reach beyond those first conclusions and into the heart of the matter. The lone voice explains that something has been hidden away, something which the individual now dissenting can no longer acquiesce in. It raises the possibility that more may be seriously wrong. Those who need to understand range from academics, to researchers, to managers, to elected representatives, to journalists. We all have an interest in knowing not just what has gone wrong but also why this person, and no other, decided they could take no more. If we are to correct a bad situation, rather than just patch it up, we need clarity at every level of the individual’s deepening unease. The book uses four case studies (two in Ireland, one in UK, all on the record, and one authoritative biography of a well-known Italian personality), to demonstrate an approach to analyzing solitary dissent. The methods used are academic but, in the way they are presented, certainly intelligible to the lay-reader. Indeed, the author (who is one of the case studies) writes with a degree of affection for his two authorities, Michel Foucault and Anthony Giddens, which is engaging, anything but formal, but no less authoritative for that. Another persuasive output of the book is the resonance of solitary dissent with Jean-Paul Sartre’s existentialism which is also analysed. The Solitary Voice of Dissent is limited by the extent to which the author has been able to delve into the personal privacy of the case studies offered. With commendable detachment, he is able to examine his own experience; and the biography he has selected allows a similarly deep investigation into the fourth case study. While each personality investigated was male, the author also identifies certain contemporary female dissenters. This is an area increasingly impacting upon the public’s awareness but which no-one has written about before. If we are to mend our society, we need to start a conversation. A wide audience will wish to follow it.

Confessions and Declarations of Multicolored Men

Frederick Douglass Alcorn, University of Puget Sound

This book is a culturally situated study of the experiences and perspective garnered from of a group of post-secondary Black African American, bi-multi-racial male students aged 19-37. The undergirding interest was to see if there was an awareness of the group's manly inclinations, tendencies and predispositions and understand how such awareness projects and influences their quest and discipline for learning and to academically achieve. The sociological construct of "habitus", as conveyor of dispositions, inclinations, and tendencies, provides an analytical framework permitting an appreciation of interactions between personal identity, social belonging and approaches to learning and education. The result is an original and powerful account of the ways in which unspoken dominant mainstream intergroup cultural relationships, involving social-political attitudes, decision making, and behavioral reactions and responses, interact with internalized self-in-group or in ascription with group, oppression, repression, intellectual-cognitive-physical strategies, determination, and work, that have brought men of Black African American, bi-multi-racial descent, in the U.S., to their current social position. Unlike some public discourse in U.S. society, this is not a blame game, nor is it one of relinquishing self or group responsibility, but one based upon and motivated by a deeper understanding of complex facts. The prose can be best described as an ethnographical narrative, synthesizing a wealth of original observations with insights from scholarly and popular literature and media. Its original and engaging style may appeal to a broad audience including postsecondary educators and students, researchers studying the sociology of gender, African American identity, intercultural relational communications, student services, social work, and social psychology as well as mental and physical healthcare practitioners.