Tentative steps towards interaction

N Jackson; DG Lilleker

doi:10.1108/10662241011084103

Tentative steps towards interaction

N Jackson, DG Lilleker

Plymouth Business School

Research output: Contribution to journal › Article › peer-review

Abstract

PurposeThis study seeks to discover whether the existence of Web 2.0 applications introduced a more interactive approach to British parties and candidates’ use of the Internet during the 2009 European Parliament elections.Design/methodology/approachResearch data were based on content analysis of the web sites of British candidates and parties during the 2009 European Parliament elections. The conceptual framework assesses whether there is evidence of a monologic versus dialogic approach, and normalisation versus equalisation between parties.FindingsThe paper finds that parties were not using Web 2.0 as a strategic device. The party list system meant that parties were twice as likely as candidates to use Web 2.0 applications and, overall, there is weak evidence of a third way of ebb and flow. Continuing the experience of previous elections there is evidence of a predominantly monologic approach; however, the debate is no longer simply between normalisation versus equalisation, a more sophisticated approach suggests a third way, where political campaigning has been altered. While the overall levels of interactivity and dialogue are not high, there is some evidence of the development of a Web 1.5 sphere offering more interaction, but within a controlled environment. This study notes that ideology is a factor, where it is the right wing parties which are most likely to adopt interactivity.Originality/valuePrevious literature on elections in general, and the European Parliament elections specifically, suggest that in the UK the Internet is primarily used for monologic communication and supporting the normalisation thesis. This study suggests, within an era of Web 2.0, a slight refinement to this interpretation.

Original language	English
Pages (from-to)	527-544
Number of pages	0
Journal	Internet Research
Volume	20
Issue number	5
DOIs	https://doi.org/10.1108/10662241011084103
Publication status	Published - 19 Oct 2010

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title = "Tentative steps towards interaction",

abstract = "PurposeThis study seeks to discover whether the existence of Web 2.0 applications introduced a more interactive approach to British parties and candidates{\textquoteright} use of the Internet during the 2009 European Parliament elections.Design/methodology/approachResearch data were based on content analysis of the web sites of British candidates and parties during the 2009 European Parliament elections. The conceptual framework assesses whether there is evidence of a monologic versus dialogic approach, and normalisation versus equalisation between parties.FindingsThe paper finds that parties were not using Web 2.0 as a strategic device. The party list system meant that parties were twice as likely as candidates to use Web 2.0 applications and, overall, there is weak evidence of a third way of ebb and flow. Continuing the experience of previous elections there is evidence of a predominantly monologic approach; however, the debate is no longer simply between normalisation versus equalisation, a more sophisticated approach suggests a third way, where political campaigning has been altered. While the overall levels of interactivity and dialogue are not high, there is some evidence of the development of a Web 1.5 sphere offering more interaction, but within a controlled environment. This study notes that ideology is a factor, where it is the right wing parties which are most likely to adopt interactivity.Originality/valuePrevious literature on elections in general, and the European Parliament elections specifically, suggest that in the UK the Internet is primarily used for monologic communication and supporting the normalisation thesis. This study suggests, within an era of Web 2.0, a slight refinement to this interpretation.",

author = "N Jackson and DG Lilleker",

year = "2010",

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doi = "10.1108/10662241011084103",

language = "English",

volume = "20",

pages = "527--544",

journal = "Internet Research",

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AU - Lilleker, DG

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AB - PurposeThis study seeks to discover whether the existence of Web 2.0 applications introduced a more interactive approach to British parties and candidates’ use of the Internet during the 2009 European Parliament elections.Design/methodology/approachResearch data were based on content analysis of the web sites of British candidates and parties during the 2009 European Parliament elections. The conceptual framework assesses whether there is evidence of a monologic versus dialogic approach, and normalisation versus equalisation between parties.FindingsThe paper finds that parties were not using Web 2.0 as a strategic device. The party list system meant that parties were twice as likely as candidates to use Web 2.0 applications and, overall, there is weak evidence of a third way of ebb and flow. Continuing the experience of previous elections there is evidence of a predominantly monologic approach; however, the debate is no longer simply between normalisation versus equalisation, a more sophisticated approach suggests a third way, where political campaigning has been altered. While the overall levels of interactivity and dialogue are not high, there is some evidence of the development of a Web 1.5 sphere offering more interaction, but within a controlled environment. This study notes that ideology is a factor, where it is the right wing parties which are most likely to adopt interactivity.Originality/valuePrevious literature on elections in general, and the European Parliament elections specifically, suggest that in the UK the Internet is primarily used for monologic communication and supporting the normalisation thesis. This study suggests, within an era of Web 2.0, a slight refinement to this interpretation.

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DO - 10.1108/10662241011084103

M3 - Article

SN - 1066-2243

VL - 20

SP - 527

EP - 544

JO - Internet Research

JF - Internet Research

IS - 5

ER -

Tentative steps towards interaction

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