A Study of Move Analysis in American NPOs' Online Fundraising Pages: A Comparison between Domestic and Global Campaigns in Health Operations

Autor/inn/en	Sakulthong, Nuttiya; Gampper, Chanika
Titel	A Study of Move Analysis in American NPOs' Online Fundraising Pages: A Comparison between Domestic and Global Campaigns in Health Operations
Quelle	In: LEARN Journal: Language Education and Acquisition Research Network, 15 (2022) 2, S.946-976 (31 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	2630-0672
Schlagwörter	Public Health; Global Approach; English (Second Language); Second Language Learning; Computer Mediated Communication; Web Sites; Language Usage; Nonprofit Organizations; Fund Raising; Discourse Analysis; Persuasive Discourse; Language Styles; Writing (Composition); Computational Linguistics + Suchen Sie Ihr Suchwort? Gesundheitswesen; Globales Denken; English as second language; English; Second Language; Englisch als Zweitsprache; Zweitsprachenerwerb; Computerkonferenz; Web-Design; Sprachgebrauch; Nonprofit-Organisation; Fundraising; Spendensammlung; Diskursanalyse; Persuasion; Persuasive Kommunikation; Sprachstil; Schreibübung; Linguistics; Computerlinguistik
Abstract	This study examines the language used in the campaign descriptions (CDs) posted by nonprofit organizations (NPOs) through www.globalgiving.org, an international fundraising platform for nonprofits around the world. The purpose of this study aims to identify the similarities and differences among those that occurred in the campaign descriptions of domestic and global campaigns under the theme of health operations. One condition is that each NPO has to write a campaign description following the template provided by the website, which contains four different sections: 'Summary', 'Challenge', 'Solutions', and 'Long-term Impact'. A move analysis on 158 CDs found six moves and 15 steps used across the descriptions in both corpora. The results suggested that 'Identifying the Locations of the Problem' was an essential move for the global campaigns, while this move was not necessary to be included in the domestic campaigns. The common rhetorical moves found in this study can help other NPOs that are planning on putting their campaigns online by writing their descriptions in English. The results will benefit nonprofits around the world. Language learners and professionals can also learn the persuasive writing style of fundraising discourses in this study. (As Provided).
Anmerkungen	Language Institute of Thammasat University. The Prachan Campus, 2 Prachan Road, Bangkok 10200 Thailand. e-mail: learnjournal@gmail.com; Web site: https://www.tci-thaijo.org/index.php/learn
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01