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Parties and ICTs: Analyzing Party Strategies to Use the Internet for Political Mobilization
Abstract
This chapter asks whether, and to what extent, parties are using the Internet for political mobilization. Internet offers new opportunities for political mobilization. If we believe that parties want above all to win elections, the question that follows is, how are they using the Internet to further this goal? I argue that if parties are not fully exploiting the Internet for political mobilization is because it is not always in their interest to do so. A key argument of this chapter is that using the new media to mobilize support may have different costs and benefits for parties depending on their characteristics. To test hypotheses concerning the characteristics of parties that matter for online mobilization, I propose and develop a methodology to assess the efficacy of party websites as platforms for political mobilization. To test the argument, I engage in website analysis using evidence from parties in Spain and Catalonia.
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