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 remains a strong democratizing tool because of its inherent interactive capabilities. Through analysis of 70 non-profit web pages, this study examines how these organizations utilize the as a deliberative public sphere; an opportunity for activism; an avenue for advertising and revenue; a space for marginalized voices; an interconnected, instantaneous portal for ; and as a medium to bolster organizational accountability. This represents fundamental research that is needed if the field is to build theories of Internet efficacy – particularly as it to the non-profit sector.