In search of Utopia: An analysis of non-profit web pages

This research explores the practical application of a widely held, utopian belief that the Internet remains a strong democratizing tool because of its inherent interactive capabilities. Through an analysis of 70 non-profit Web pages, this study examines how these organizations utilize the Internet a...

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Bibliographic Details
Published in:Information, communication & society communication & society, 2007-02, Vol.10 (1), p.69-94
Main Author: Jean Kenix, Linda
Format: Article
Language:English
Subjects:
Accountability
Activism
Communication
Democracy
Information
Information and communication technologies
Information Dissemination
Internet
Internet functionality
Non profit organizations
Non-profit organization
Nonprofit Organizations
Organizational Effectiveness
Public Sphere
Web pages
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Summary:This research explores the practical application of a widely held, utopian belief that the Internet remains a strong democratizing tool because of its inherent interactive capabilities. Through an analysis of 70 non-profit Web pages, this study examines how these organizations utilize the Internet as a deliberative public sphere; an opportunity for activism; an avenue for advertising and fundraising revenue; a space for marginalized voices; an interconnected, instantaneous portal for information; and as a medium to bolster organizational accountability. This represents fundamental baseline research that is needed if the field is to build theories of Internet efficacy - particularly as it pertains to the non-profit sector.
ISSN:1369-118X
1468-4462
DOI:10.1080/13691180701193085