title: Hybrids do it better: Lessons from websites of hybrid organizations in modern health movements.
abstract: Hybrid organizations in modern health movements adopt multiple organizational logistics, allowing them to more effectively achieve social change. We conducted an analysis of 152 probreastfeeding organization websites categorized as institutionalized organizations, grassroots organizations, or hybrid organizations. Through a series of ANOVA analyses, we found that hybrid's websites provide significantly more useful health care information, better maintained dialogue with members, more efficiently mobilized members, commoditized health care issues less, and created member identity while maintaining institutional ties. Ultimately, hybrids tended to incorporate the positive elements from both grassroots and institutional organizations, while rejecting many of the negative elements.
authors.affiliation: a Department of Communication , The University of North Carolina , Chapel Hill , North Carolina, USA.
authors.forename: Katie Margavio
authors.initials: KM
authors.lastname: Striley
authors.affiliation: b Department of Communication Studies, College of Arts and Sciences , Ashland University , Ashland, Ohio, USA.
authors.forename: Kimberly
authors.initials: K
authors.lastname: Field-Springer
mesh_terms: D001942:Breast Feeding; D003255:Consumer Organizations; D005260:Female; D006293:Health Promotion; D006801:Humans; D020407:Internet; D014584:User-Computer Interface
keywords: Health activism; health movements; hybrid organizations; website design