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Organizational Identity in Nonprofit Communication about Disability
Abstract
This chapter describes the research process used to uncover and describe the organizational identities of ten nonprofit organizations that serve persons with disabilities. Identities were measured by examining the values used in a variety of marketing and public relations materials. This chapter 1) describes how DICTION was selected as a viable option for data analysis, 2) reveals the process of augmenting and building upon a previously tested values instrument with custom dictionaries, and 3) explains how the results were interpreted and used to describe the organizational identities of ten nonprofit organizations. The challenges of data collection and analysis are discussed. Future directions for values-based research are proposed. Discussion relates the results to the challenges inherent in disability-related communication.
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