Online political communication: the impact of the internet on MPs 1994-2005

Abstract

Existing research on MPs using the Internet (Halstead 2000, Perrone 2002, Ward and Gibson 2003, Jackson 2003, Ward and Lusoli 2005, Ward et al. 2005, Jackson 2005, Auty 2005, Jackson 2006b) has tended to be too reliant on content analysis; restricted to one part of the Internet, and involved limited research on the views of actual users of an MP.s online presence their views of it. This thesis seeks to identify the impact of the Internet on MPs through: their campaigning abilities; the impact on their role as representatives and how MPs communicate. The research triangulates data on the impact of websites, email, e-newsletters and weblogs through content analysis, questionnaires and interviews. The data collated has helped develop a theoretical understanding of how MPs campaign, represent and communicate. First, there is evidence that e-newsletters can be used as effective vote- winners by encouraging constituents to switch votes. This „incumbency effect. (Krasno 1994) suggests that existing research (Curtice and Steed 1997, Butler and Collins 2001) has under-estimated the effect of a personal vote (Cain et al. 1987). Second, websites and e-newsletters are helping MPs develop a new representative role, by providing an „information portal. which encourages local participation. Third, there is evidence that we are on the threshold of a new model of e-representation. MPs. use of e-newsletters appears to be developing a parallel of e-constituency which enhances the relationship geographical constituents have with their MP. At the same time, weblogs are creating a separate e-constituency whose online link to an MP is based on interest not geography. Fourth,a typology has been created for explaining how MPs use the Internet, with four different characteristics:technophobes; bandwagoners; mapie; and pioneers. The Internet is creating a new architecture of representation with both a territorial axis, and an issue axis accessible from the computer keyboard