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Enhancing Democratic Participation: The Emerging Role of Web 2.0 and Social Media
Abstract
The Internet and Information and Communications Technologies (ICTs) have long been seen as potentially contributing to a solution to the problem of voter disaffection and disengagement that has occurred in many western liberal democracies over the past couple of decades. The success of Barack Obama in the 2008 presidential campaign in the United States has highlighted the role that ICTs, in the form of Web 2.0 technologies and social media, can play in enhancing citizens‘ democratic participation and involvement in political campaigning. This paper examines the nature of Web 2.0 technologies and social media and analyses their role in political campaigning, particularly in the context of the 2007/8 presidential primaries in America and the 2007 federal election in Australia. While broadcast television is still a dominant political player, the empirical evidence suggests that a viable campaign needs to integrate diverse communication strategies tailored to citizens‘ interests and the political environment. The interactive and participatory technologies of the online world are increasingly key components of such integrated campaign strategies.
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