{"title":"公共关系和技术:互动作为非政府组织和他们的受众之间的交汇点/公共关系和技术:互动作为非政府组织和他们的受众之间的交汇点","authors":"Quintana-Pujalte Andrea-Leticia","doi":"10.5783/rirp-21-2021-04-49-68","DOIUrl":null,"url":null,"abstract":"This study focuses on the perceptible interactivity processes in the corporate websites of non-traditional political actors of enormous importance in increasingly unequal societies: non-governmental organizations. To carry out this study, another similar research is taken as a reference on the methodological matter (Caprioti et al, 2016; Smolak and Castillo, 2017). In the first part of the article, we make a theoretical review about how interactivity gets to establish as an issue for public relations scholars. This is a subject that has been being studied for almost twenty years in the academic field. Then, in the methodology section, to analyze the interactivity level of these websites, a sample of seven NGOs dedicated to Development Cooperation that operate in Spain is selected. These NGOs have the greatest annual budget, and we decided to pick only the ones that do not have a religious basis. The Spanish NGOs that enter on that category are: Oxfam Intermon; Plan Internacional España; Educo; Cruz Roja Española; Save The Children España; Acción contra el Hambre y Ayuda en Acción. We carry out a content analysis is that aims to identify the expression of two categories, Information Presentation Tools and Virtual Visitor Resources. To carry out the methodology, we use a model created by the studies mentioned above. Based on the detection of these categories on each NGO website, the level of interactivity offered by these entities is analyzed, and the type of relationship they establish with their audiences is interpreted from the spaces for participation and interactivity that they promote. The analysis is complemented with the study of the \"call to action\" present on each web page, as a singular element of web design that aims to establish a privileged contact with the public. Among the results, we can say that several NGOs are using the same tools to get in contact with their audiences. Also, they implement different kinds of digital spaces to get more interactivity with their stakeholders. Nevertheless, we also identified that the first contact that they offer from their websites is asking for money, which might be a problem for them as non-traditional political actors who depends on their capacity of influence in the political system. This action may have an impact on the way people think about them, and the symbolic capital of these entities may be at stake. The research concludes that the NGOs that are part of the study offer high levels of interactivity on their corporate websites, however, the first contact they offer from the call to action of the web pages aims to request financial contributions, which would negatively impact in generating a long-term bond between these NGOs and their audiences. With this first contact, they are communicating that their stakeholders are just money givers, and not citizens how are committed to changing the odds of unequal situations. These results are a contribution to the existing scientific literature about public relations and interactivity on the NGOs, and invite a critical reflection on the actions of digital communication from NGOs for development, non-traditional political actors of enormous importance in the current context.","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":" ","pages":""},"PeriodicalIF":0.3000,"publicationDate":"2021-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Relaciones públicas y tecnología: la interactividad como punto de encuentro entre las ONG y sus públicos / Public relations and technology: interactivity as a meeting point between NGOs and their audiences\",\"authors\":\"Quintana-Pujalte Andrea-Leticia\",\"doi\":\"10.5783/rirp-21-2021-04-49-68\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study focuses on the perceptible interactivity processes in the corporate websites of non-traditional political actors of enormous importance in increasingly unequal societies: non-governmental organizations. To carry out this study, another similar research is taken as a reference on the methodological matter (Caprioti et al, 2016; Smolak and Castillo, 2017). In the first part of the article, we make a theoretical review about how interactivity gets to establish as an issue for public relations scholars. This is a subject that has been being studied for almost twenty years in the academic field. Then, in the methodology section, to analyze the interactivity level of these websites, a sample of seven NGOs dedicated to Development Cooperation that operate in Spain is selected. These NGOs have the greatest annual budget, and we decided to pick only the ones that do not have a religious basis. The Spanish NGOs that enter on that category are: Oxfam Intermon; Plan Internacional España; Educo; Cruz Roja Española; Save The Children España; Acción contra el Hambre y Ayuda en Acción. We carry out a content analysis is that aims to identify the expression of two categories, Information Presentation Tools and Virtual Visitor Resources. To carry out the methodology, we use a model created by the studies mentioned above. Based on the detection of these categories on each NGO website, the level of interactivity offered by these entities is analyzed, and the type of relationship they establish with their audiences is interpreted from the spaces for participation and interactivity that they promote. The analysis is complemented with the study of the \\\"call to action\\\" present on each web page, as a singular element of web design that aims to establish a privileged contact with the public. Among the results, we can say that several NGOs are using the same tools to get in contact with their audiences. Also, they implement different kinds of digital spaces to get more interactivity with their stakeholders. Nevertheless, we also identified that the first contact that they offer from their websites is asking for money, which might be a problem for them as non-traditional political actors who depends on their capacity of influence in the political system. This action may have an impact on the way people think about them, and the symbolic capital of these entities may be at stake. The research concludes that the NGOs that are part of the study offer high levels of interactivity on their corporate websites, however, the first contact they offer from the call to action of the web pages aims to request financial contributions, which would negatively impact in generating a long-term bond between these NGOs and their audiences. With this first contact, they are communicating that their stakeholders are just money givers, and not citizens how are committed to changing the odds of unequal situations. These results are a contribution to the existing scientific literature about public relations and interactivity on the NGOs, and invite a critical reflection on the actions of digital communication from NGOs for development, non-traditional political actors of enormous importance in the current context.\",\"PeriodicalId\":42959,\"journal\":{\"name\":\"Revista Internacional de Relaciones Publicas\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":0.3000,\"publicationDate\":\"2021-06-28\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Revista Internacional de Relaciones Publicas\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.5783/rirp-21-2021-04-49-68\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Revista Internacional de Relaciones Publicas","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5783/rirp-21-2021-04-49-68","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 1
摘要
这项研究的重点是在日益不平等的社会中具有巨大重要性的非传统政治行为者——非政府组织——在公司网站中可察觉的互动过程。为了进行这项研究,另一项类似的研究被用作方法论问题的参考(Caprioti等人,2016;Smolak和Castillo,2017)。在文章的第一部分,我们对互动如何成为公共关系学者关注的问题进行了理论回顾。这是一个学术领域已经研究了近二十年的课题。然后,在方法论部分,为了分析这些网站的互动水平,选择了在西班牙运营的七个致力于发展合作的非政府组织作为样本。这些非政府组织的年度预算最多,我们决定只选择那些没有宗教基础的非政府组织。加入这一类别的西班牙非政府组织有:乐施会Intermon;西班牙国际计划;Educo;Cruz Roja Española;拯救西班牙儿童会;Acción contra el Hambre和Ayuda en Acción。我们进行了一个内容分析,旨在识别两个类别的表达,信息展示工具和虚拟访问者资源。为了实施该方法,我们使用了由上述研究创建的模型。根据在每个非政府组织网站上对这些类别的检测,分析了这些实体提供的互动水平,并从它们促进的参与和互动空间中解释了它们与受众建立的关系类型。对每个网页上的“行动呼吁”的研究补充了这一分析,这是网页设计的一个独特元素,旨在与公众建立特权联系。在这些结果中,我们可以说,一些非政府组织正在使用同样的工具与受众接触。此外,他们还实现了不同类型的数字空间,以获得与利益相关者的更多互动。尽管如此,我们也发现,他们从网站上提供的第一个联系是要钱,这对他们来说可能是一个问题,因为他们是非传统政治行为者,依赖于他们在政治体系中的影响力。这一行动可能会影响人们对它们的看法,这些实体的象征性资本可能会受到威胁。研究得出的结论是,参与研究的非政府组织在其公司网站上提供了高水平的互动,然而,他们在网页行动呼吁中提供的第一次联系旨在请求财政捐款,这将对这些非政府组织与其受众之间建立长期联系产生负面影响。通过第一次接触,他们传达的信息是,他们的利益相关者只是捐钱者,而不是公民如何致力于改变不平等情况的可能性。这些结果对现有关于公共关系和非政府组织互动的科学文献做出了贡献,并邀请非政府组织对数字通信促进发展的行动进行批判性反思,非政府组织是当前背景下非常重要的非传统政治行动者。
Relaciones públicas y tecnología: la interactividad como punto de encuentro entre las ONG y sus públicos / Public relations and technology: interactivity as a meeting point between NGOs and their audiences
This study focuses on the perceptible interactivity processes in the corporate websites of non-traditional political actors of enormous importance in increasingly unequal societies: non-governmental organizations. To carry out this study, another similar research is taken as a reference on the methodological matter (Caprioti et al, 2016; Smolak and Castillo, 2017). In the first part of the article, we make a theoretical review about how interactivity gets to establish as an issue for public relations scholars. This is a subject that has been being studied for almost twenty years in the academic field. Then, in the methodology section, to analyze the interactivity level of these websites, a sample of seven NGOs dedicated to Development Cooperation that operate in Spain is selected. These NGOs have the greatest annual budget, and we decided to pick only the ones that do not have a religious basis. The Spanish NGOs that enter on that category are: Oxfam Intermon; Plan Internacional España; Educo; Cruz Roja Española; Save The Children España; Acción contra el Hambre y Ayuda en Acción. We carry out a content analysis is that aims to identify the expression of two categories, Information Presentation Tools and Virtual Visitor Resources. To carry out the methodology, we use a model created by the studies mentioned above. Based on the detection of these categories on each NGO website, the level of interactivity offered by these entities is analyzed, and the type of relationship they establish with their audiences is interpreted from the spaces for participation and interactivity that they promote. The analysis is complemented with the study of the "call to action" present on each web page, as a singular element of web design that aims to establish a privileged contact with the public. Among the results, we can say that several NGOs are using the same tools to get in contact with their audiences. Also, they implement different kinds of digital spaces to get more interactivity with their stakeholders. Nevertheless, we also identified that the first contact that they offer from their websites is asking for money, which might be a problem for them as non-traditional political actors who depends on their capacity of influence in the political system. This action may have an impact on the way people think about them, and the symbolic capital of these entities may be at stake. The research concludes that the NGOs that are part of the study offer high levels of interactivity on their corporate websites, however, the first contact they offer from the call to action of the web pages aims to request financial contributions, which would negatively impact in generating a long-term bond between these NGOs and their audiences. With this first contact, they are communicating that their stakeholders are just money givers, and not citizens how are committed to changing the odds of unequal situations. These results are a contribution to the existing scientific literature about public relations and interactivity on the NGOs, and invite a critical reflection on the actions of digital communication from NGOs for development, non-traditional political actors of enormous importance in the current context.