Abstract
ABSTRACTA unique comparative database of media news items and survey information from 15 politicians and 50 leaders of diverse NGOs (non-governmental organizations) was used to map how digital technology ignited a succession of consequences that altered traditional logics regarding the chances of NGOs to win the political communication competition. The independent variable digital fit represented a cluster of technological self-production and self-distribution affordances, and its effect on media and political success was tested. Statistical analysis and interview findings traced a precise trail of new digitally networked pathways for new types of NGOs to enter the political communication contest and win it.
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