Kaur, Hemdeep (2015) Impetus and deterrent factors: usage of social media for civic engagement. Journal of Media and Social Development, 3 (4). pp. 63-77. ISSN 2320-8244
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Abstract
This is a cross-sectional study analysing the factors affecting theadoption and frequency of online civic engagement by administratorsin charge of NGOs. These factors are demographics (Age andEducational qualification), baseline profile (Operational area: rural,urban and rurban) and psychographics (Social Trust and Empathy).Frequency of online civic engagement is divided into three categoriessuch as weekends, weekdays and during projects. It was assumed thatrespondents have high frequency of online civic engagement duringweekends rather than weekdays. During pilot study few respondentsmentioned that they use social media for civic engagement when theprojects begin. So, a third category was formed to know the frequencyof usage during projects. For the purpose of research, 60 NGOs fromChandigarh, Panchkula and Mohali cities were selected and surveyed.Results proved that ‘young adult’ (below and equal to the age of 40)respondents adopt the social media most for civic engagement than‘adult’ (between 41- 60) and ‘old’ (61+) respondents. On the contrary,analysis proved that age is not associated with the frequency of onlinecivic engagement on weekends, weekdays and during projects. Wheneducational qualification is concerned, data revealed that graduaterespondents adopt the social media most for civic engagement thanrespondents having primary or secondary education. In contrast tothese results, it was found that education level has no association withfrequency of social media usage for civic engagement. It washypothesised that NGOs carrying out their major projects in ‘urbanarea’ adopt the social media more for civic engagement than NGOshaving ‘urban’ and ‘rural’ as their operational area. Results show that JMSD, October-December 2015 / 64there is no association between operational area and adoption of socialmedia for civic engagement as well as frequency of online civicengagement. Regarding psychographics, it was found that ‘trust’ and‘empathy’ have no association with the adoption of social media forcivic engagement.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Civic Engagement, Social Media, Non GovernmentOrganizations, Demographics and Psychographics |
| Subjects: | A Arts and Humanities > Journalism and Mass Media Communication |
| Divisions: | Department of > Journalism and Mass Communication |
| Depositing User: | Dr Raju C |
| Date Deposited: | 06 Mar 2021 10:26 |
| Last Modified: | 10 Feb 2023 05:16 |
| URI: | http://eprints.uni-mysore.ac.in/id/eprint/15756 |
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