Abstract

This article examines the differences between Web 1.0 and Web 2.0 and how these Web strategies are used within a political communication context. The data focus on how political parties (and their leaders) in Britain use Web 2.0 applications. We consider whether the content political elites published in their Web 2.0 applications is shovelware and more appropriate for Web 1.0, or if a genuinely Web 2.0 style of political communication is emerging. We investigate the extent to which there has been a shift in the way British politicians communicate or if caution over co-production, coupled with the demands of electioneering, is restricting the development of interactivity. Our analysis suggests that British political parties have sought to create a “Web 1.5” that offers the advantages of both Web 1.0 and Web 2.0.