Strategic Communication In The Digital Age

In an era defined by digital connectivity, Strategic Communication in the Digital Age: Social Media Use by Tunisian Charitable Organizations explores how nonprofit actors in post-revolution Tunisia harness social media to promote dialogue, participation, and democratic engagement. Drawing on Kent and Taylor's dialogic communication theory, Takoua Ferchichi and Muhammad Fahim present an insightful analysis of how Tunisian NGOs employ Facebook as a tool for strategic communication, relationship-building, and civic empowerment. Through rigorous analysis of one hundred organizations' online activities, the authors evaluate whether nonprofit communication practices in Tunisia truly foster two-way engagement or remain confined to traditional, one-way information dissemination. Their innovative application of the Poliscale model offers a new framework for assessing the effectiveness of social media strategies within the nonprofit sector. Blending theory and practice, this book provides a comprehensive resource for scholars, communication professionals, and development practitioners seeking to understand how digital tools can strengthen civil society and democratic culture in emerging contexts. It invites readers to rethink what meaningful online dialogue means for organizations committed to transparency, participation, and change.