This qualitative research features in-depth interviews along with observations of respondents' navigation of African American and Latino museum websites. Respondents self-identified as of African American, Latino, or White cultural heritage and ranged in age from the late teens to over 50. Interviewees noted the organizations' projection of their cultures to non-group members as well as to racial or ethnic group members. Respondents who interacted with the ethnic digital media also demonstrated the application of the self-categorization process, including the concepts of prototypes, norms, accessibility and fit. The authors provide suggestions for expanding dimensions of these concepts beyond the dichotomous measures typically found in the self-categorization literature. In addition, concepts from self-categorization and cultural projection theories are integrated and their usefulness to digital communication scholars is explicated. Besides these contributions to communication methodology and theory, the study also suggests practical considerations for ethnic organization website producers.Organizations associated with particular racial and ethnic groups have special challenges in digital communication. They must use visuals not only to convey messages about their organizations, but about people, as well. These organizations' websites have functional purposes but also project images about cultural groups in the online environment. This is similar to the role that digital, print, and broadcast ethnic media have in society.