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The normalization of online campaigning in the web.2.0 era.

Lilleker, D. and Koc-Michalska, K., 2016. The normalization of online campaigning in the web.2.0 era. European Journal of Communication.

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European Journal of Communication-2016-Koc-Michalska-0267323116647236.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.


DOI: 10.1177/0267323116647236


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.

Item Type:Article
Uncontrolled Keywords:Content analysis, Europe-related issues, Internet related, methodology, political communication
Group:Faculty of Media & Communication
ID Code:23585
Deposited By: Symplectic RT2
Deposited On:17 May 2016 09:31
Last Modified:14 Mar 2022 13:56


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