Degree Name
MA (Master of Arts)
Program
Brand and Media Strategy
Date of Award
12-2021
Committee Chair or Co-Chairs
A. Chase Mitchell
Committee Members
Kelly Price, D. Stokes Piercy
Abstract
Though often seen as a panacea for organizational objectives, nonprofits must be judicious in deploying social media, particularly due to resource limitations. Nonprofits deploy many types and styles of digital texts, including social media. Classical rhetorical appeals can be effective means for achieving positive impact in that context. When used correctly, these ‘digital texts’ can be leveraged for maximum engagement with audiences. This study examines both a large, national organization – the National Sexual Violence Resource Center – and a small, regional one – Branch House Family Justice Center – for not only what sort of digital texts are utilized, but also how rhetorical appeals play into building narratives. A census of postings is taken, categorized, and organized. Findings suggest these appeals can and are used for strategic effect in nonprofit contexts. In addition to ethos, logos, and pathos, Kairos is drawn upon to construct organizational narrative in the pursuit of organizational goals.
Document Type
Thesis - embargo
Recommended Citation
Hiester, Samuel, "Nonprofit Narratives: How Two Organizations Use Social Media and Rhetorical Appeals to Address Issues of Sexual and Domestic Violence" (2021). Electronic Theses and Dissertations. Paper 4000. https://dc.etsu.edu/etd/4000
Copyright
Copyright by the authors.
Included in
Ancient Philosophy Commons, Mass Communication Commons, Organizational Communication Commons, Social Media Commons