Graduation Year


Document Type




Degree Granting Department

Mass Communications

Major Professor

Kelly Page Werder, Ph.D.

Committee Member

Derina Holtzhausen, Ph.D.

Committee Member

Kenneth C. Killebrew. Ph.D.


public relations, activism, dialogic communication, internet


This study is a quantitative content analysis of activist groups' use of dialogic tools on Web sites. The study was done in order to understand how activist groups use the Web to communicate with their publics in comparison to for-profit corporations. The Web is considered a powerful tool for activists and allows them to communicate better with their publics. Use of the Web should allow activist groups to level the field with corporations by enabling them to get their message out and interact better with their public. Dialogic communication is a necessity for activist groups. By measuring the use of dialogic communication by activists in comparison with corporations, this study uncovers how well activist groups are using the World Wide Web for purposes of dialogic communication with their publics.