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ERIC Number: EJ868857
Record Type: Journal
Publication Date: 2007
Pages: 41
Abstractor: As Provided
Reference Count: 54
ISSN: ISSN-0022-2224
The Homogenized Imagery of Non-Profit Organizations on the Internet
Kenix, Linda Jean
Visible Language, v41 n2 p3-43 2007
This research evaluates websites from 200 "non-deviant" and 200 "deviant" non-profit organizations to better understand the relationship between the type of advocacy group and the visual imagery used for self-representation. Seventeen of 21 variables measured for this study found no difference between non-deviant and deviant non-profit organizations' visual representations on the Internet. These findings potentially complicate the notion of a diverse communicative sphere. As non-profits face the responsibility of representing themselves to potentially millions of viewers online, it is suggested that self-imposed "normalizing" restrictions on visual constructions of organizational identity may be inevitable. The societal implications of homogenized imagery from non-profit organizations online are discussed. (Contains 1 table, 7 figures and 71 footnotes.)
Sharon H. Poggenpohl. Available from: Rhode Island School of Design. 2 College Street, Providence, RI 02903. Tel: 401-454-6570; Fax: 401-454-6117; Web site:
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A