Another Piece of the Puzzle: Advancing Social Capital Theory by Examining the Effect of Political Party Relationship Quality on Political and Civic Participation

Abstract

The purpose of this study was to build strategic communication theory by integrating organization-public relationship (OPR) variables from the relationship management literature into existing models of civic and political participation found in social capital theory. The study used data from a telephone survey of 998 residents of a mid-sized city during early 2008 to examine the interaction among interpersonal communication, media use, interpersonal trust, perceptions of respondents' relationships with their political parties, civic and political participation, and confidence in government. Results indicated that interpersonal communication, new media use, and relationship with political parties were related to increases in civic and political participation. Strong relationships with parties were also related to increased confidence in government. Implications of the integration of OPR variables into social capital theory are discussed as well as implications of social capital theory and OPR for strategic communication.