How activist organizations are using the Internet to build relationships |
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| Institution: | 1. Catedrático de Economía Financiera y Contabilidad, Universidad de Huelva, Facultad de Ciencias Empresariales, Plaza de La Merced 11, 21002 Huelva, Spain;2. Universidad de Huelva, Faculty of Business, Department of Financial Economics and Accounting. Plaza de La Merced 11, 21002 Huelva, Spain;3. Universidad Pablo de Olavide, Faculty of Business, Department of Financial Economics and Accounting, Ctra. de Utrera, 1, 41013 Seville, Spain |
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| Abstract: | This study examines the mediated communication of activist organizations to understand how these groups use their Web sites to build relationships with publics. A study of one hundred environmental organization Web sites identified common features and examined the incorporation of dialogic communication into this new medium. The data suggest that while most activist organizations meet the technical and design aspects required for dialogic relationship building on the Web, they are not yet fully engaging their publics in two-way communication. Moreover, it appears that the activist organizations are better prepared to address the needs of member publics rather than media needs. |
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