| Prominent research has been dedicated to the question of how digital communications influence society, particularly in the area of political and social movement effectiveness. Few studies have been able to assess the question from an analysis of digital media content and interviews with officials and supporters of a social movement. This study sought to understand how a social movement organization's goals and objectives shape and get shaped by digital communication. Also, it explored whether the use of digital communication influences an organization's ability to motivate and mobilize supporters. First, the study conducted an analysis of two years worth of digital content from an international environmental organization and a local affiliated organization. The content included webpage content, social media posts, and internal e-mails between supporters. Second, the study involved multiple interviews with 70 officials and supporters of the organization. The findings suggest that digital communications do have a significant influence on the operations of a social movement organization. They allow the creation of an entirely new form of social movement organization online, called "wiki-movements." These "wiki-movements" are movements where supporters have direct access to organizational officials and contribute to the organization in a method that suits their talents and tastes. Traditionally, social movement supporters have a limited number of options when they want to contribute to their cause, such as financial donations or volunteer work at a physical location. However, supporters of a "wiki-movement" could have direct access to the movement's founder or other high ranking officials frequently. Also, they have a greater range of options when they want to contribute to the cause, such as event formulation and execution or even the creation of a local chapter with its own unique identity. |
