Online relationship management and digital participation in the political sphere: a communicative myth?

Gonçalves, Gisela; Serra, Paulo

http://hdl.handle.net/10400.6/4167

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Authors

Gonçalves, Gisela

Serra, Paulo

Abstract(s)

Grounded in relationship management and political public relations theory, this study takes a critical look at politician-citizen online relationship building in non-electoral periods. Using the example of Portuguese political parties as a case study, participatory tools available on parties’ websites, the interactive exchange observed and interviews with political communication managers are analysed to reflect on the Internet’s potential for heightening citizen participation. Main results indicate that providing information is a predominant function over promoting interaction and that political parties offer online spaces for citizens to discuss and debate online but hardly join the conversation.

Keywords

Relações Públicas Política Media digital Esfera digital

URI

http://hdl.handle.net/10400.6/4167

Citation

Gonçalves, G. & Paulo Serra, J. (2015). Online relationship management and digital participation in the political sphere: a communicative myth? in Ana Duarte Melo, Ian Somerville & Gisela Gonçalves, Organisational and Strategic Communication Research: European Perspectives II (pp. 9-26), Braga: CECS