Web campaigning in the 2009 European Parliament elections: A cross-national comparative analysis

Abstract

Political communication has transformed drastically since the Internet made its way into the political arena. Political parties seem unable to do without a website or a social networking profile any longer, particularly in election campaigns. One of the many approaches to studying online political communication is measuring specific website features political parties, politicians and candidates utilize in order to engage visitors in the political process. Even though the analysis of online political communication has evolved over the years, website-feature analysis is still a valid instrument to study political actors. The explanations sought to understand website-feature utilization are found in earlier cross-national comparative studies (technological and human development) as well as new ones (political systems characteristics, ideology, participation and engagement). This study looks back on two prior cross-national comparative research projects and reports on a cross-national comparative analysis of 1026 candidate and party websites from 17 countries participating in the European Parliament (EP) elections of 2009. To analyze these data, some methodological improvements are made compared to earlier studies.