Abstract
The web allows political parties to segment and microtarget specific groups of voters. This paper seeks to measure voter targeting online focusing on catch-all parties and client parties’ websites during the 2008 and 2013 Austrian general elections and the 2009 and 2013 German federal elections. Thereby, this comparative longitudinal analysis also aims to provide insights into the development process of political targeting strategies. From a theoretical perspective, catch-all parties try to appeal to a diverse spectrum of potential voters, whereas client parties are aiming at a more specific type of voter. The results of the content analysis show that (a) information and services on parties’ websites increasingly focus on addressing the general public and (b) differences between catch-all and client parties have been reduced between campaigns.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
