Research On Resource Mobilization Of Cyber Grass-Roots Organizations

With the pervasion of whole social volunteerism extensively and with the development and application of internet technology, a number of the cyber grass-roots organizations based on the internet begin to emerge. They are active between the virtual and reality. And they not only have organizational characteristics and operational logic different from traditional NGOs, but also face the same predicament of survival and development as traditional grass-roots NGOs. In face of myriad resource constraints from inside and outside, how do the cyber grass-roots organizations mobilize resources in order to meet the need of the operation of organizational elements?Centering on this core issue, taking"1KG More"as research case and the theory of organization sociology and internet sociology as primary theory, at the same time absorbing the resource mobilization theory and social network theory, this dissertation starts with revealing the growing background of the cyber grass-roots organizations, and analyzes its organizational elements, which indicates the framework of mobilizing resources of the cyber grass-roots organizations and discussion clue of the article. On this basis, through the explore of resource mobilization process of three levels formed by organizational participants, organizational structure characteristics and organizational interaction, as well as the intermediary effect of bounded rationality and actors'reflexivity, this dissertation sums up a general model of resource mobilization of the cyber grass-roots organizations.Using the research methods combined with normative theoretical research, participant observation and in-depth interviews, etc., the main conclusions in this dissertation are as the followings:1. This dissertation provides new materials for the expanding and deepening of NGO research field. The cyber grass-roots organizations are a new social phenomenon and an important form of organizational innovation. The research on them is still at the starting stage in the academic circles. By means of the analysis of the case, this dissertation find that the cyber grass-roots organizations and traditional NGO have significant difference in the operating mechanism, organizational structure, personnel arrangement, work duty and method. Moreover, under the background of the network society, the existence and actions of the cyber grass-roots organizations have great meanings to the formation and development of Chinese civil society.2. This dissertation provides new perspectives for organization study. (1) Different from the traditional organization study path, which is simply from one of these angels of organizational participants, organizational structure, as well as the relationship between organization and external environment, the research attempts to integrate the three perspectives, so as to probe into the fact that how the cyber grass-roots organizations take self-adjustment efforts such as communicative actions and strategic actions in the operation to obtain resources for the continuous development, then to understand the nature, organizational structure and organizational development process of the cyber grass-roots organizations more felicitously and inexpensively. (2) Different from the previous analysis separating organizational elements from resource mobilization, through the case study, this dissertation discovers that organizational elements, such as objectives, participants, technology, social structure and environment, are composed of various resources that organizations have obtained. Furthermore, resources and elements are embedded each other.3. The analysis results of organizational elements show that there are differences of different degrees in each composition of organizational elements between the cyber grass-roots organizations and traditional NGO. It leads to the fact that the cyber grass-roots organizations have obvious"virtual and reality duality"on organizational structure and behavior pattern. Moreover, the operational factors of the cyber grass-roots organizations——idea, network and participant can be derived from the analysis of organizational elements, along with the two core values of their existence and persistence——innovation and participation. Based on these findings, this dissertation has abstracted the operating mechanism of the cyber grass-roots organizations, namely: by dint of the power of network, applying of the innovative operation means and modes, various public service ideas have fallen and blossomed in the voluntary participant system.4. Through the overall investigation of generation, development and innovation of the cyber grass-roots organizations, this dissertation has answered the research problem exploringly at the beginning: facing resource constraints inside and outside, the cyber grass-roots organizations have formed distinctive model of resource mobilization among the constant self-adjustment. Relying on network-opening organizational structure, using socialization and commonweal marketing way, the cyber grass-roots organizations construct organizational participation system inside and outside by right of positive interaction with these social principal parts, such as public, government, enterprise, media and other NGOs, and achieve the integration of network resources mobilization and reality resource mobilization ultimately.