Normalization 2.0: A longitudinal analysis of German online campaigns in the national elections 2002–9

Abstract

This article examines the functional, relational and discursive dimensions of the normalization thesis in one study, for both Web 1.0 and Web 2.0 features, in a longitudinal design. It is based on a quantitative content and structural analysis of German party websites in the national elections between 2002 and 2009. The results show that the normalization thesis holds true in all its dimensions over time and in the Web 2.0 era: parties still focus on the top-down elements of information provision and delivery while interactive options are scarce. The digital divide between parliamentary and non-parliamentary parties has narrowed over time, but remains visible for all online functions in 2009. Moreover, the gap is wider in Web 2.0 than in Web 1.0. Finally, German e-campaigns increasingly reflect those patterns of traditional election coverage that have been held accountable for rising political alienation among the public, i.e. strategic news and extensive negativism.