Date of Award

1-2012

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Carolyn Cunningham

Abstract

In an era categorized by a decline in traditional religious participation, Protestant church leaders in the United States are utilizing computer mediated forms of communication to attract and retain members. Research shows, however, that many churches lack the resources or knowledge to communicate effectively online. To aid in a greater understanding of webbed communication tools, this thesis looks at the ability of dialogic mediated communication to contribute to satisfaction with communication in the church as well as overall organizational satisfaction and involvement. Rooted in the phenomenological tradition and in relationship management theory, the study focuses on mediated communication as a tool to build organizational-public relationships and achieve organizational growth. Results indicate that while digital communication use by churches does not directly affect church attendance rates, it does contribute to a healthy relationship between the church and its attendees, creating positive perceptions of the organization and resulting in positive relational outcomes, including satisfaction. Further research is needed regarding how webbed communication tools can best build church-attendee relationships as well as in the role digital communication plays in attracting visitors to a religious service.

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