Interactivity and political communication
hypermedia campaigning in the UK
DOI:
https://doi.org/10.4000/cp.1038Resumo
Neste artigo pretende-se analisar a adesão às convenções da comunicação on-line e das campanhas de hipermédia nos partidos políticos europeus, utilizando o Reino Unido como estudo de caso. No geral encontramos os partidos no Reino Unido a adaptarem-se às normas de comunicação online e a um modelo de campanha hipermédia A internet é também uma característica da campanha permanente e ter uma presença vibrante, frequentemente atualizada e interativa na web é, quase, uma obrigação, embora a sofisticação seja prejudicada pelos recursos. Um corolário pode ser que os membros se sintam mais próximos do partido, embora as técnicas para o atingir sejam exploradas em maior extensão pelos partidos da oposição e menos pelos do governo, sugerindo prevalecer as normas de campanha. Há pouca indicação de que os partidos desejem abrir mão de algum do poder que têm sobre o processo de "fazer" política.
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