It is no secret that Web sites have emerged as a massively popular and important tool in public relations, marketing, organizational communication, political campaigns, and a host of other fields. Thus, it is not surprising that many people view Web sites as a cutting-edge area for both practice and research. What is surprising is the tiny percentage of Web site research that reflects the latest thinking in research and practice. Indeed, it is probably fair to say that research about thenewest and latest communication technologies is typically conducted either atheoretically or using only theoldest conceptual designs and methodologies—usually simple linear sender and message-centered approaches. Atheoretical Web site research often involves mere descriptive content analyses of Web pages, for example, what percent have video clips on their front page. A simple linear approach might seek to discover the “magic bullet” a Web page could use to make visitors read its content or buy a product (or candidate) that is being promoted.