Abstract
The following study is based on the theoretical considerations and qualitative survey to develop hypotheses about the inflence of the new regime type – cyberdemocracy – on the management of the political party. This research provides important perspective on the role of strategic management in the context of political parties’ behaviour. Results from the study indicate the connection between the party’s position (competitive, market and strategic) and its key strategic choices. Using a grounded theory research method, adapted techniques of strategic analysis are proposed. The presented information expands the knowledge about the planning of marketing activities of the parties in the new communication environment.
Highlights
The change is a constant feature of the political market
The present reports were created based on findings from qualitative survey conducted in Silesia that was a part of a larger research project investigating local political market conditions in Poland
There are different visions of future stages of political market: the utopian vision promises that ICT solutions will reinstall Athenian conditions of direct democracy
Summary
The change is a constant feature of the political market. Nowadays, the political parties are obliged to take part in a competition in new conditions that they are not yet fully prepared to. The framework to understand new structure of political market starts with the comparison of the markets evolution and develops via different stages into a model for cyberdemocracy and networks [Goede 2010]. We have already seen some evidence that e.g. blogs may have direct or indirect effects on political outcomes [Ferber et al 2003; Drezner and Farrell 2007] as well as various benefits to both citizen consumers and elite users are distinct from traditional news media [Rosen 2007]. The strategies used by the political subjects in the new digital environment should differ from the ones that are (were) realised in real space only. There are four possible forms of relations building (Table 1) between the subjects on the political market; two of them will be popularised in the future
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