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RESEARCH PRODUCT

The Five-Pillar Model of Parties’ Migration into the Digital

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Scholars have examined how political parties cope with web-based technologies for about 20 years. This body of literature on party digitalisation covers many different aspects of parties’ migration into the digital, yet usually, the term digitalisation is used equally for all kinds of web-related changes in party behaviour and routines. This contribution distinguishes five key dimensions (pillars) of parties’ migration into the digital, which resonate with classic approaches of party research. These pillars cover (A) membership, (B) leaders and candidates, (C) policy program, (D) public image, and (E) resources. Each pillar consists of three bricks addressing sub-dimensions. This enables a matrix-like utilisation and helps clarifying different fields in online party research. In addition, a thorough literature review (meta-analysis) of current research on parties’ migration into the digital is provided to verify the usefulness of the Five-Pillar Model. Most importantly, this procedure made current trends and current gaps within the field of research visible.