A content analysis of African Methodist Episcopal and United Methodist congregational websites to determine website function and the construction of identity in a virtual environment

This study examines the function and construction of identity on the websites of Black and White Methodist congregations. The study performs content analysis to answer the research questions related to the function of the congregational websites according to size of the congregation and denomination. The samples consist of 75 churches from each group. Each sample contains 20 megachurches. Both groups use the websites to post organizational information, support the congregational community, communicate with members and information seekers and provide evangelistic information. The White megachurches have the most effective use of the websites followed by the remaining White Methodist churches. The Black congregations use these functions lesser extent than the White congregations. The Black congregations conduct minimal evangelistic activities on the websites. However, they post more denominational information.; This study also examines the construction of identity through content analysis of the websites. The study answers the research question of the construction of corporate identity, the construction of racial identity and the construction of denominational identity. The White Methodist congregations construct a mixed identity, i.e., it has denominational and local elements. The White Methodist identity is locally-derived and member-oriented. It integrates the denominational identity at the local level. The midsize churches incorporate more denominational elements into their identity. The Black Methodist congregations also construct a mixed identity. The Black Methodist identity has an organizational orientation that is denominationally-oriented. The denominational identity is spiritually and culturally derived. The denomination practices Methodist doctrine from an Afrocentric perspective. The megachurches incorporate more local elements into their identity. The midsize churches incorporate more denominational elements in their identity. The findings indicate that the United Methodist churches construct a more robust identity.