In search of utopia: an analysis of non-profit web pages

Abstract

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.