Acculturation, pluralism, empowerment: Cultural images as strategic communication on Hispanic nonprofit websites

Abstract

ABSTRACT This quantitative visual content analysis investigated the use of acculturation, pluralism, empowerment, and resistance-themed messages and images in nonprofit strategic communication and digital intercultural communication. The study analyzed data from 135 U.S.-based Latino nonprofit websites. Based on study findings, the authors argue that these nonprofits may be missing opportunities to strengthen relationships and cultural ties with target publics. This analysis applies acculturation theory to visual communication and extends the literature on digital intercultural public relations.