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Organization & Environment
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Environmental Organizations and Communication Praxis

A Study of Communication Strategies Among a National Sample of Environmental Organizations

Michael Dreiling

University of Oregon, dreiling{at}uoregon.edu

Nicholas Lougee

University of Oregon

R. Jonna

University of Oregon

Tomoyasu Nakamura

Senshu University, Japan

Environmental organizations (EOs) in the United States display a diverse range of environmental identities and vary in terms of organizational resources, influencing not only the environmental issues that they address but also the methods that they use to address them. Our study investigates the strategies and practices EOs use to communicate with their membership, recruit new participants, and develop alliances with other EOs. This article explores the relationships between various EOs' communication strategies, resource capacities, and environmental identities using data obtained from a survey of nonprofit EOs and secondary data sources. Using ordinary least squares regression, we develop two models—interactivity of communication and costliness of communication—to test various concepts derived from social movement theory. We find that EOs are influenced in significant and predictable ways by their social and technological context.

Key Words: environmental movement • United States social movements • environmental organizations • communication technology • environmental identities • organizational communication • survey research of the U.S. environmental movement

Organization & Environment, Vol. 21, No. 4, 420-445 (2008)
DOI: 10.1177/1086026608321325
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