Relevant+Literature+2

Capturing and Creating Public Opinion in Survey Research Survey questions are often answered without the surveyee having ever thought of that question or what her/his answer might be to it. For that reason answers are generally constructed using framework from what had previously been looked at (the previous questions). Therefore the ordering of questions and the way a question is framed is very important to the success of a survey. In other words, it is important that the attitude construction process during the survey parallel that which occurs in the real world. Achieving this goal is essentially an external validity problem, requiring that the research design incorporate substantive knowledge about the context in which realworld decisions are made, coupled with a theory of how contextual variables might interact with the measured constructs

NPO 2.0? Exploring the Web Presence of Nonprofit Environmental Organizations in Canada We have an increasingly fragmented global mediascape and segmented spheres where individuals gather in narrow interest groups. On top of this contemporary society is well aware of risks and dangerous facing populations. As such trust has become very rare and therefore valuable. NPOs which traditionally operate silently with selective dissemination are now being pressured to adopt open conversation and to be more forthright about their operations.

Since NPOs are typically early adopters of new technologies and because they are relationship-driven organizations it makes sense for them to explore and utilize online opportunities. Social media (facebook, twitter, youtube, etc) appeals to NPOs because it is less expensive and more effective then conventional media.

The problem is that NPOs are utilizing social media with broadcast paradigm principles (information dissemination and automated transacting) instead of a dialogical paradigm (member engagement and relationship building)

Unfortunately, NPOs don’t have the time or the resources to commit to social media. Since dialogue requires a commitment to ethical communication (not driven by instrumental or strategic imperatives)

The downsides to social media: - People can log off, anonymous, little social control - Critics and onlookers can also contribute and view conversation However, the benefits far outweigh the possible limitations

The study - Assessing 43 websites across three areas: information disclosure, dissemination and member engagement. - studied homepages because users make judgments based on them - printed all HTML profiles on one day to specify a time frame

Findings - NPOs used websites as status symbols or image building tools more than as relationship-building tools - NPOs should separate minimize the language of the marketplace (donations and e-commerce) in order to emphasize charity activities - NPOs should try to reach audiences in spaces where they live, work and study (pod casts, blackberries, laptops, etc) - NPOs are underutilizing technologies and continue to use a broadcast paradigm, they disseminate without bringing people into a discussion.