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    Nonprofit Organizations' Perceptions and Uses of the Internet

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    12611137_TVNM315501.pdf (155.1Kb)
    Author
    Kenix, L.J.
    Date
    2008
    Permanent Link
    http://hdl.handle.net/10092/3149

    This research examines how nonprofit organizations perceive and utilize the internet through the framework of Habermas’s theory of the public sphere. In seven focus groups across the country, 52 people responsible for creating internet strategy and/or web content for nonprofit organizations participated. Claims of sweeping improvements in democratic participation through the internet were not supported. Almost no organizations utilized the technology for horizontal or vertical flows of communication, data communality, interactivity, or engaged participation. Furthermore, these nonprofit organizations believed the internet offered little democratizing power but paradoxically provided instant credibility. Those making communication decisions overwhelmingly performed in technical rather than strategic roles as they pushed their message out to the public without any regard to feedback or communication strategy. These individuals also believed the corporate model would drive future internet growth, although they rarely trained internet workers. Possible reasons for these findings and implications for nonprofit organizations are discussed.

    Subjects
    nonprofit
     
    internet
     
    democracy
     
    public sphere
     
    social change
     
    Fields of Research::410000 The Arts::410300 Cinema, Electronic Arts and Media Studies::410306 Communications and media studies
     
    Fields of Research::370000 Studies in Human Society::370100 Sociology::370107 Social change
    Collections
    • Arts: Journal Articles [172]
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