European elections in the Italian web sphere: campaigning 2.0?

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Series Details Vol.5, No.2, April 2010, p187-201
Publication Date April 2010
ISSN 1818-7668
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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 reembedding and re-localization of previously centralized and nationally coordinated campaigns.

Source Link Link to Main Source http://politicalscience.ceu.edu/sites/politicalscience.ceu.hu/files/basic_page/field_attachment/vol-52.pdf
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