0000000000323122
AUTHOR
Eva Johanna Schweitzer
Election Campaigning Online
This article presents an integrated quantitative analysis of the functional, formal and content-related aspects of German political party websites during the 2002 National Elections. The analysis is guided by the normalization hypothesis of cyberspace, which infers a transfer of ‘real-world’ features of politics to the Internet. Results provide empirical evidence of a limited normalization in German e-campaigning: indeed, German party websites primarily serve information functions while neglecting interactive features. Yet, no overall gap in professionalism is found between major and minor parties analysed. Finally, online campaigning is dominated by a high level of self-referentiality but…
Innovation or Normalization in E-Campaigning?
■ Scholars have seldom tested the innovation and normalization paradigm of e-campaigning over time. Particularly outside the US, there is a lack of comparative analyses of candidate or party websites that deal with the concept's temporal validity and scope. The article addresses this research gap through a longitudinal content and structural analysis of German party websites in the 2002 and 2005 national elections. The results provide empirical evidence of a twofold development of federal e-campaigns: while the major party websites evolved over time in information density, interactivity and sophistication (innovation), the minor parties were throughout characterized by an underutilization o…
The Mediatization of E-Campaigning: Evidence From German Party Websites in State, National, and European Parliamentary Elections 2002-2009
The rise of e-campaigning is often associated with its ability to circumvent journalistic principles of news selection and presentation. By this, parties and candidates are said to free themselves from the discretionary power of the mass media and to reach voters in an unfiltered way. This conventional wisdom is tested through a comparative content analysis of German party websites in state, national, and European parliamentary elections between 2002 and 2009. The results show that e-campaigns in all elections adhere in their messages to the media logic. Specifically, they replicate those patterns of offline coverage that have been held accountable for rising political alienation and civic …
Informing, engaging, mobilizing or interacting: Searching for a European model of web campaigning
This study presents data from content analyses of the websites of all parties that stood in the 2009 European parliamentary elections in France, Germany, Great Britain and Poland. It cross-nationally examines the main functions of the websites, the adoption of Web 1.0 and Web 2.0 features, and the political and cultural factors that determine parties’ online communication. The findings show that while the main website function varies across countries, Web 1.0 is still the dominant mode of campaigning. Moreover, offline inequalities within and between nations determine differences in parties’ individual online strategies: specifically, major parties in states with long histories of democrac…
Normalization 2.0: A longitudinal analysis of German online campaigns in the national elections 2002–9
This article examines the functional, relational and discursive dimensions of the normalization thesis in one study, for both Web 1.0 and Web 2.0 features, in a longitudinal design. It is based on a quantitative content and structural analysis of German party websites in the national elections between 2002 and 2009. The results show that the normalization thesis holds true in all its dimensions over time and in the Web 2.0 era: parties still focus on the top-down elements of information provision and delivery while interactive options are scarce. The digital divide between parliamentary and non-parliamentary parties has narrowed over time, but remains visible for all online functions in 200…