A Study of Social Networking Sites’ Influence on Social Movement Programme Management

  • 陳 玉珮

Student thesis: Master's Thesis


The Internet has rapidly developed and has extended the boundary of the world Recently social network sites (SNSs) have become the newest technological tool of human communication SNSs can quickly establish a linkage or develop a relationship among minorities and remote relationship Human beings can find easy to inspire each other in social learning enhance social trust and encourage social or political engagement People involved in the social movement are thus able to utilize the SNSs to disseminate the content of controversial issues to others in remote sites in a lower cost In other words the SNSs can be regarded as social media as an organization promotes transformation and the most powerful communication tools which help group take actions to achieve their common goals In the literature prior studies only focus on social movement or the events occurred in the network sites instead of exploring how social movements are operated on the SNSs If a social movement is considered as a programme it is worth to further explore social movements on the social networks from the perspective of programme management This study considers a social movement as a programme and combines the concepts of Resource Mobilization Theory and Integrated Programme Management Performance Model to explore three global issues which have ever formed large-scale social movements (i e environmental movement gender movement and human right movement) to establish a research model which demonstrates the features of SNSs for social movements The model is divided into project and value dimensions containing six sub-dimensions/stages (i e planning control execution sense-making ideation and evaluation) to describe how tangible and intangible features of the SNSs are weighted differently in term of importance when operating and managing social movement programmes during the processes of programme management Therefore based on the fundamental knowledge of programme management this study intends to explore how social movements are operated on the SNSs as well as to examine how different features of SNSs are weighted differently in term of level of importance on the operation of the social movement programmes The purposes of this study are three folds: to investigate different features of the SNSs for social movements and to identify the model of operating and managing social movement programme; to establish a research model to demonstrate how the features of SNSs influence the operation and management of social movement programmes; to give advice to people who are promoting social movement programme management on SNSs The scope of this study is in Taiwan context Three Taiwanese social movements (i e anti-nuclear movement gay rights movement and Chung-Chiu Hung event) are promoted not only in a form of strike but also produced lots of echoes on SNSs Each of them respectively reflects three global issues as well This study contributes online questionnaires on Facebook and PTT The questionnaires are divided into basic information and social movement programme The programme includes six stages and the participants compare each two tangible and intangible features This study collects 52 data samples and utilizes AHP to analyze questionnaires There are 16 valid questionnaires As a result this study finds the average rank of tangible features is content recognition instant update and personalization and the rank of intangible features is community-oriented interactivity relational link beyond time and space and sentimental content
Date of Award2014 Sep 4
Original languageEnglish
SupervisorPei-Hsuan Hsieh (Supervisor)

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