This article focuses on the motivational and structural dynamics of the online communication of political interest organizations. Instead of describing political interest organizations as fully rational players, we develop a theoretical framework that establishes an alternative view of political interest organizations by characterizing them as actors that are also dependent on their institutional environment. The basic assumption of this framework is that there is no unidirectional relationship between motives and structures and the online communication activities. Instead, there is a dynamic interplay of motives, structures, environmental conditions, and online communication. Against this theoretical framework, we discuss the findings from an interview study with communication executives of political interest organizations. The aim of this study was not to resolve the debate on whether political organizations communicate ‘strategically’ or not. Instead, we examined the motivational and structural dynamics that constitute the organizations’ online communications efforts.

中文翻译：

---

有意和紧急策略：分析政治利益组织在线交流中的动机和结构动力

本文关注政治利益组织在线交流的动机和结构动态。我们没有将政治利益组织描述为完全理性的参与者，而是建立了一个理论框架，该框架通过将政治利益组织描述为也依赖于其制度环境的参与者来建立对政治利益组织的另一种看法。该框架的基本假设是动机和结构与在线交流活动之间没有单向关系。相反，动机，结构，环境条件和在线交流之间存在动态的相互作用。在此理论框架下，我们与政治利益组织的沟通主管讨论了采访研究的结果。这项研究的目的不是解决关于政治组织是否进行“战略性沟通”的辩论。相反，我们研究了构成组织在线交流活动的动机和结构动力。