Microblogging (Weibo) and Environmental Nonprofit Organizations in China: The Case of Urban Air Pollution Monitoring Campaign

Microblogging (Weibo) and Environmental Nonprofit Organizations in China: The Case of Urban Air Pollution Monitoring Campaign

Liang Ma (Nanyang Technological University, Singapore) and Zhibin Zhang (Nanyang Technological University, Singapore)
DOI: 10.4018/978-1-4666-8188-0.ch004
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Abstract

Environmental Nonprofit Organizations (ENPOs) in China have been actively employing microblogging (e.g., Sina Weibo) and other social media. This chapter, with a case of Wuhan FON in a nationwide campaign of “I gauge air quality for my motherland,” examines the key strategies and tactics Chinese ENPOs adopted in using social media to enhance their communicative functions and mobilizing capacities in the unique nonprofit environment of China. The case demonstrates that social media utilization can effectively help Chinese ENPOs in policy advocacy, especially through more efficient information dissemination. This chapter also identifies the major challenges faced by Chinese ENPOs in social media use and the corresponding solutions. It concludes with the discussions on the theoretical and practical implications of the case as well as several promising research avenues in this field.

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