Using Critical Signaling Theory: A Review of Mission Statements and Racial Representations on Environmental Organizations’ Websites in a Historically Segregated City

Organizational websites are crucial for fostering connections and expanding partnerships by providing insights into an organization’s mission, purpose, and cultural representation. This study employs Critical Signaling Theory to examine how environmental organization websites in Buffalo, New York, an area characterized by systemic inequities and significant racial segregation, communicate their mission, commitment to justice, and organizational diversity. The analysis focuses on the use of diverse imagery and inclusive language as indicators of these commitments. Our findings reveal that while many organizations highlight their missions online, only a few explicitly mention justice in their mission statements. Additionally, incorporating inclusive and diverse imagery is often limited. These results highlight the necessity of scrutinizing online representations to differentiate between genuine and superficial commitments to diversity and justice, contributing to the broader discourse on environmental justice and the effectiveness of organizational communication strategies. While the study provides insights into the visible signs of inclusivity, it acknowledges the limitations in fully capturing the underlying racial and social dynamics.