A Case Study About The Mutually Embedded Of New Media And Nonprofit Organizations

At the beginning of the 1980s,information technology has become an important technical tool in developed countries.With the wide application of information technology in organizations,the academic community has gradually become interested in the issue of an organizational field:What does the introduction of information technology mean for organizations,and how to describe the relationship between them.Since then,the academia has formed three typical theoretical perspectives.Among them,"technical determinism" and"organizational determinism" are result-oriented,aiming to establish the linear cause and effect relationship between organization and technology.While "mutual-construction theory"values process,can clarify the interactive process of their "mutual construction".This paper starts from the theoretical perspective of "mutual-construction theory",and intends to explore the interaction between the new media as a new type of information technology and the"great love clean dust" that represents the public welfare organization.Furthermore,after the new media enters the big dust,what will happen to the initial arrangement of the organization and the existing structure?In the process of technology implantation,how is new media embedded in the organization and gradually showing the shaping effect on the organization?This paper draws on Bally's "diachronic analysis theory"and Jane Fanting's "execution technology analysis framework",which develops an analytical framework that is more suitable for studying new media and non-profit organization mutual structure mechanisms,trying to answer the above questions and clarify new media and The interactive process,characteristics,and end result of the nonprofit organization.The study found the“inter-construction" of new media and non-profit organizations is a diachronic process with the characteristics of practical scenarios,each of which provides a specific interactive context for the two.In the stage of "introduction and finalization oftechnology",new media has organizational flexibility due to its technical flexibility,which is an important condition for an organization to design and construct its use dimension.The organization determines the technical application program based on its own needs and external requirements,which reflects its "subjective initiative",while the objectively existing new media will influence the thinking mode and action strategy of the members of the organization,thus shaping the choice of the organization;In the"enhanced”phase,the,inter-construction" of new media and organizations is a two-way movement:on the one hand,the strategy of organizing members to implement new programs is to construct corresponding content forms,create virtual organizational structures,and make"objective technologies" in the new media platform."Turning to the" implemented technology";on the other hand,the new media has requested the organization because of its structural characteristics,and promoted its transformation,shaping a new organizational structure;in the stage of"technical rigidity is prominent",the new media As part of the organizational structure,it continues the operation of non-profit organizations;in addition,the technological rigidity of new media has led to deeper changes in the organization.