Оценка коммуникативного потенциала сайтов российских НКО на основе анализа нереактивных данных

Мониторинг общественного мнения: Экономические и социальные перемены. 2022. № 5. С. 347–372.

Zhuchkova S., Линделл Д.

The paper pilots a new ap­proach to measuring the communica­tive capacity of non­profit organizations’ (NGOs) websites. The analysis relies on technical data of nearly 10,000 Russian NGOs websites collected non­reactively using web scraping. The communicative capacity is measured following Michael L. Kent and Maureen Taylor’s model, according to which a site should have a simple interface, provide useful informa­tion, retain and return users. The results show that the websites of Russian NGOs have a low communication capacity. Search engine optimization is the prevalent principle: 82% of websites apply it in practice. Around 50% of NGO organizations adhere to other principles: the simplicity of interface, the utility of information for donors and volunteers, and stimulation of retention. Non­profit organizations, charitable foundations, and younger organizations exhibit the greater communication capacity. The study also detected that the results obtained using non­reactive data differ significantly from the results of previous studies based on survey data and reflecting the position of representatives of the NGOs themselves.

Keywords: некоммерческие организации, non-profit organizations, коммуникация, communication, сайты, web scraping, нереактивные данные, веб-скрейпинг, communicative capacity, non-reactive data, web sites