European elections in the Italian web sphere: campaigning 2.0?

Giovanna Mascheroni, Sara Minucci

Research output: Contribution to journalArticlepeer-review

Abstract

This article investigates the use of web 2.0 during the European elections campaign in Italy. The research was articulated in two phases: an analysis of candidates’ websites and use of web 2.0 tools, on the one hand, and the monitoring of the campaign within social media (Facebook and YouTube). Though a persisting divide exists in the distribution of parties and coalitions online, most candidates who have a personal website have integrated web 2.0 tools. It is seemingly a strategic appropriation and adaptation of web 2.0, resulting in a hybrid communication model, in between 1.0 and 2.0. The campaigning activity on social media, instead, seems innovative insofar as it enables a re- embedding and re-localization of previously centralized and nationally coordinated campaigns.
Original languageEnglish
Pages (from-to)187-201
Number of pages15
JournalCEU Political Science Journal
Volume5
Publication statusPublished - 2010

Keywords

  • elections campaigns
  • online campaigning
  • web 1.5

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