Using Dialogic Principles on Websites

This research reports the results of the analysis of public benefit organization (PBO) websites as places for encouraging dialogic relationships with key members of the public. Using a modified Kent and Taylor's (1998) dialogic principle, we conducted a content analysis of 367 PBOs in Poland. The results suggest that analyzed organizations only marginally use the five principles of dialogic communication on their websites. The studies have identified only a few organizations, which have websites characterized as having a high level of dialogic potential. Websites usually contained only some elements, which gave them the appearance of a digital information brochure. In addition, the results indicate that website dialogic potential is significantly influenced by the amount of revenue and the extent of the organization. The higher the revenue and geographic service area, the greater the dialogic potential of websites is as well.