Skip to Main content Skip to Navigation
Journal articles

The normalization of online campaigning in the web.2.0 era

Abstract : This article is based on a comparative study of online campaigning and its effects by country and over time, using four of the largest European Union member states (France, Germany, Poland and the United Kingdom) as a case study. Our research explores the extent of embeddedness of online campaigning, the strategic uses of the whole online environment and in particular the use of the interactive features associated with web.2.0 era. However, our research goes beyond studies of online campaigning as we also determine whether online campaigning across platforms matters in electoral terms. Our data support the normalization hypothesis which shows overall low levels of innovation but that the parties with the highest resources tend to develop online campaigns with the highest functionality. We find that there is a vote dividend for those parties which utilized web.2.0 features the most and so offered visitors to their web presence a more interactive experience.
Complete list of metadatas

Cited literature [32 references]  Display  Hide  Download

https://hal-audencia.archives-ouvertes.fr/hal-01316460
Contributor : Sylvia Cheminel <>
Submitted on : Friday, May 20, 2016 - 11:37:30 AM
Last modification on : Wednesday, October 26, 2016 - 12:12:27 PM

File

KKocMichalska et al, EJC PP.pd...
Files produced by the author(s)

Identifiers

Collections

Citation

Karolina Koc-Michalska, Darren G. Lilleker, Alison Smith, Daniel Weissmann. The normalization of online campaigning in the web.2.0 era. European Journal of Communication, SAGE Publications, 2016, ⟨10.1177/0267323116647236⟩. ⟨hal-01316460⟩

Share

Metrics

Record views

452

Files downloads

414