Acculturation, pluralism, empowerment: Cultural images as strategic communication on Hispanic nonprofit websites

ABSTRACT

This quantitative visual content analysis investigated the use of acculturation, pluralism, empowerment, and resistance-themed messages and images in nonprofit strategic communication and digital intercultural communication. The study analyzed data from 135 U.S.-based Latino nonprofit websites. Based on study findings, the authors argue that these nonprofits may be missing opportunities to strengthen relationships and cultural ties with target publics. This analysis applies acculturation theory to visual communication and extends the literature on digital intercultural public relations.

KEYWORDS:

• Nonprofit
• acculturation
• public relations
• visual
• digital

Notes on contributors

Melissa B. Adams is an Assistant Professor of Public Relations at Appalachian State University. Her research interests include activist public relations, digital advocacy, professional digital ethics, and nonprofit public relations.

Melissa A. Johnson is a Professor in the Department of Communication at North Carolina State University. Her research explores communication concepts in ethnic public relations, ethnic media, international public relations, and international news.

Notes

1 This research article uses the simplified term “Latino nonprofits” to describe organizations serving populations from Latin America and those serving wider Hispanic populations in the U.S. For this study, “Latino” and “Hispanic” may be used interchangeably, however the authors recognize that individuals’ and groups’ self-categorization may not align with a simplified construct of identity, and that cultural, racial, and ethnic identities are complex constructions that may shift according to situational factors such as time, or evolving group identities (Sha, 2006; Turner, Hogg, Oakes, Reicher, & Wetherell, 1987; Urban & Orbe, 2010).

Additional information

Funding

This research did not receive funding from agencies in the public, commercial, or not-for-profit sectors. Neither author has or shall receive any financial interest or benefit from the publication of this research.