Preaching to the Converted?: Pluralism, Participation and Party Websites

Abstract

In this study, it is theorized that party websites play a distinctive role in two regards: (i) they function as a pluralistic civic forum by facilitating the voice of oppositional challengers and increasing the visibility of minor and fringe parties, so that attentive citizens can learn more about the range of electoral choices; (ii) in addition, party websites function as a channel for political participation by facilitating interactive linkages between citizens and parties. The debate about the function of the Internet for pluralism and participation is laid out in Part I. The supply-and-demand research design, including content analysis of 134 websites (supply) and surveys of the public using party websites (demand), in the 15 European Union member states, drawn from the Spring 2000 Euro-barometer, is outlined in Part II. The evidence for patterns of party competition in European party websites is examined in Part III and in Part IV the use of party websites among West Europeans is analyzed. Compared with traditional mediated channels, substantial evidence is presented that party websites play a distinctive role in the process of political communications.