Computer mediated communication in local food systems and the impact on organizational identification

The present research study examines computer mediated communication in non-profit organizations and the impact it has on organizational identification in one specific non-profit local food system, The Nebraska Food Cooperative. Based on Karl Weick's communication theory of sense making, this research attempts to uncover how communicative processes in electronic form lead to organizational identification in a cultural organization. This study applied phenomenological qualitative interviews that were conducted with organization members to discover in-depth insights in the process of identifying with the Nebraska Food Co-op through computer mediated communications. Findings revealed that although the Nebraska Food Co-op successfully uses computer mediated communication to relay "sense giving" information to its members, limited opportunities for internal communication between constituents complicates sense making and ultimately the organizational identification process. This research has implications for understanding how to increase member participation in the Nebraska Food Cooperative.