Abstract

Political parties have been criticised for their limited use of interactivity via their Internet presences, largely it is suggested because they seek to control their online messages. This article will consider interactivity from the perspective of a political party, the Liberal Democrats, using their Freedom Bill online campaign as a case study. We suggest that the Liberal Democrats use ‘weak interactivity’ because of internal policymaking concerns, and their belief that as a political party they are promoting their ideas, not co-creating a new product. Thus we suggest interaction should be closer to a formal consultation than a face-to-face dialogue.

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