Abstract
This study conceptualises four mechanisms—Mobilisation, Advocacy, Dialogue, and Education ('MADE')—through which foundation actors engage the public on Twitter. We analysed stakeholders targeted and message contents of more than 16,000 tweets collected from 299 Twitter accounts of U.S. community foundations during two 12-month periods. We found evidence that foundations tend to serve as 'a knowledge hub' to educate the public. Notably, the 2020 sample suggests lessened dialogic messages yet increased mobilisation and advocacy messages amid the COVID-19 pandemic and political movements. This study reveals foundations’ intermediary and shifting roles in engaging the public in times of normalcy and crisis.
Published Version
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