Mediated Communication — Dialogical Possibilities

Because I intend to become a social marketer, with an emphasis on activism and diffusion, I am extremely interested in mediated communication as a way of reaching a critical mass of adopters. What elements create an effective mediated communication environment? How can I evaluate and apply efficient mediated communication design techniques to increase social marketing outreach via use of Internet resources?

Researchers Taylor, Kent, and White (2001) conducted a study on how activist organizations use mediated communication to build dialogical relationships with targeted publics through their websites (p. 263). The scholars discuss the importance of dialogue in public relations theory and emphasize the significance of fostering two-way interaction with website strategies. The study determined five major website dialogic principles that build relationships between the activist organizations and their publics.

1. Ease of Interface - visitors should be able to navigate the site effectively and efficiently (user-friendliness). The home page should be clearly visible/recognizable, and a search engine box makes finding specific information easier (p. 267).
2. Usefulness of Information - members and/or visitors should find, "statements on the philosophy and mission of the organization; details on how to become affiliated with the organizations; information about how to contribute money to the organizations; links to relevant political leaders making it easy for interested individuals to express their opinions on issues; and the creation of memorable organizational loops and icons to create a sense of identification for members and visitors" (p. 268).
3. Conservation of Visitors - unlike for-profit organizations, social activist organizations provide links to other "like-minded" organizations to establish a positive ethos and maintain the interconnectedness to the larger cause of social change. Elements that influence the conservation of visitors include short loading time, frequently updated information, and the availability of key information on the home page (p. 271).
4. Generation of Return Visits - activist organizations want people to remain proactive in their cause and mission by continuous visits to the site. Elements that influence repeat visits include a "bookmark now" link, calendar of events, downloadable information, FAQs and Q&As, and current news postings (p. 268).
5. Dialogical Loop - incorporating interactivity is the only way to foster communication between the user and the organization. According to the authors, dialogic loops are incorporated by, "opportunities for visitors to send messages to the organization; opportunities of individuals to vote on issues; the option to request regular information updates; and the option for visitors to fill out surveys identifying priorities and expressing opinions on issues" (p. 269).

These principles provide and evaluative methodology to ensure websites contain elements of interactional communication. They serve as a guide I intend to use when contributing to organizational website design or maintenance. This framework is the most significant concept I learned from the article, and I agree with their interpretation. Being mindful of these elements improves interpersonal communication between host and visitor and creates a transactional model of mediated communication.

Since the article was published in 2001, many new social media outlets have been added to the mediated communication world. I would definitely update the study to investigate what other techniques, networks, and tools can be used to increase the dialogic relationship between activist organizations and their publics via social media outlets. Employing these new communication tools and strategies could increase communication efficacy and establish interpersonal relationships with organizations and their members.

Because the Internet is a global network, cultural literacy plays an integral part of mediated communication. Organizations must consider cultural diversity as an overt organizational competence. In order to persuade people to become active with a particular cause, the website content must be inclusive to the global village by studying targeted publics' cultural influences and practices. This will ensure the organization is "listening" to the needs of its audience.

Learning these dialogical principles has increased my intrapersonal knowledge of effective marketing Internet strategies and relationship building website elements. I plan to incorporate this research methodology for evaluating content effectiveness as a skill I offer potential employers.

Taylor, M., Kent, M. L., & White, W. J. (2001). How activist organizations are using the Internet to build relationships. Public Relations Review, 27(3), 263-285.

Cause for/of concern?

One area of my life that I work hard to actively participate in is environmental awareness education. I am studying a theorist that lives in California, and his work has really cemented what I want to do with my life's energy. I want to become a social marketer and help diffuse the "ecocity" innovation. (No matter what my field or position, I will always approach marketing from a broad-based sustainability lens.) Environmental issues are so interconnected that we could never begin to discuss one without touching the other. The ecocity addresses every single ecological issue and demonstrates how we can give hope to our children's futures today by "building cities in balance with nature."

www.ecocitybuilders.org

Environmental degradation poses extreme consequences to all people in all cultures around the world. No matter if one believes that humans play any role in this degradation, or to the extent of that role, the environmental issues we face as a global community are here.

Have we created a culture of convenience that is at the expense of the natural world and its life-sustaining properties? How we treat, or mistreat, nature is a direct reflection of what we value as a culture. Does my lifestyle match my intentions to leave a small footprint? That is the subjective question I have been making progress toward answering in the last few years while striving to ensure my idealized Self matches my realized Self. I know some people do not believe humans play any role in our evolution as a species. But what if we can reduce our ecological footprint and maintain the integrity of the system of life - even for a moment? Isn't it worth a try?

www.myfootprint.org

Broad-based sustainability and biodiversity conservation are at the top of my list. The way I ensure that I am living an authentic life is by how I rear my child. We are reducers first and strive to have recycling be our last resort - zero waste. We are vermiculturists - we compost with earthworms and present to preschools about the benefits of nature's decomposers. Extreme? I think to err on the side of exploitation and degradation is extreme.

Please share your thoughts/questions/comments with me. Even if I see the world differently than you do, I look forward to growing through your perspective. I want to know what you think and what lens you use to view the world.

"In the end, we will conserve only what we love. We will love only what we understand. We will understand only what we have been taught." Baba Dioum