Potencjał dialogowy witryn internetowych organizacji pożytku publicznego - podejście relacyjne

• Autorzy: Marian Oliński , Piotr Szamrowski

Warianty tytułu

Dialogic Features of Public Benefit Organizations Websites - Relational Approach

• Języki publikacji: PL

Abstrakty

Obecny zasięg i znaczenie Internetu, daje ponadprzeciętne możliwości, odnośnie budowania relacji między interesariuszami a organizacjami non-profit. Dlatego celem niniejszego artykułu jest identyfikacja sposobu, w jaki organizacje pożytku publicznego (OPP) wykorzystują witryny internetowe do budowy potencjału dialogowego z jej użytkownikami. Z przeprowadzonych badań wynika (łącznie przebadano 367 organizacji pożytku publicznego), iż OPP w niewielkim stopniu wykorzystują tzw. pięć zasad w budowie potencjału dialogowego witryny internetowej (zwłaszcza w odniesieniu do elementów bezpośrednio tworzących potencjał dialogowy witryny internetowej). Wyraźnie brakuje także świadomości u osób odpowiedzialnych za podejmowanie decyzji w organizacjach pożytku publicznego, jak ważną rolę odgrywa obecnie public relations w budowaniu relacji oraz w jaki sposób można w tym celu skutecznie wykorzystać Internet. W niniejszym artykule wykorzystano metodę analizy publikowanych treści, stanowiącą jeden z głównych typów tzw. analizy zawartości (content analysis). (abstrakt oryginalny)

EN

The current range and importance of the Internet, gives unprecedented possibilities concerning building relationships between stakeholders of nonprofit organizations. Therefore, the purpose of this article is to identify the way how public benefit organizations (PBO) use websites to building dialogic potential with their public. Using a modified Kent and Taylor's dialogic principles a content analysis of 367 Public Benefit Organizations was conducted The study shows, that nonprofit organizations only to small extent use five principles in building the dialogic potential of their websites (in particular elements directly creating dialogic potential). A clear lack of awareness of those responsible for making decisions in public benefit organizations is visible concerning the important role played by public relations in building relationships and the role of Internet especially. (original abstract)

Słowa kluczowe

PL

Organizacje pożytku publicznego; Witryny internetowe; Komunikowanie w internecie

EN

Public benefit organisation; Internet websites; Communication on the Internet

• Czasopismo: Zeszyty Naukowe SGGW w Warszawie. Polityki Europejskie, Finanse i Marketing
• Rocznik: 2016
• Numer: nr 16 (65)
• Strony: 37--55

Twórcy

autor

Marian Oliński

• Uniwersytet Warmińsko-Mazurski w Olsztynie

autor

Piotr Szamrowski

• Uniwersytet Warmińsko-Mazurski w Olsztynie

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