The development of online political communication in Poland in European Parlimentary elections 2014: Technological innovation versus old habits
Michał Jacuńsk and Paweł Baranowski
(University of Wroclaw, Poland)
ABSTRACT: This article analyzes the methods of electoral communication during the 2014 European Parliament election in Poland. Are Polish candidates to the European Parliament stuck with the old habits and patterns of communication or habe they adopted all the available technological innovations? Constant technological evolution and increasing Internet usage-rate are not giving the candidates new possibilities to reach potential voters, but they also pose a challenge. By using content analysis, we have analyzed the structure of candidates’ websites and their official Facebook and Twitter profiles. We also analyzed the level of interactivity with candidates’ fans on Facebook and openess to two-way communication on websites a “must” in the late web 2.0 era.
KEYWORDS: European Parliament, elections, online political communication, owned media, social media, web campaigning, participation.
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