Parliamentary Candidates Running on the Web for the 2004 Greek National Elections

Georgios Lappas · Stavros A. Chatzopoulos · Prodromos Yannas

21 citations0/0 files storedJournal of Political Marketing

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Social Media and Politics Electoral Systems and Political Participation Media Studies and Communication

Abstract

Unlike other media, the Internet is the most democratic medium of political marketing, offering equality to all political candidates irrespective of their finances, their political power, and their political careers. This study investigates Web use by candidates during their campaign in the 2004 Greek national elections. The use of the Web by candidates is explored according to a number of factors such as political affiliation, geographical region, gender, and political experience of candidates. In addition, the use of the Web is investigated via a content analysis of the candidates' Web pages. This study shows that Web use is related to political experience. Although more politicians are using the Web, limited use of interactivity and multimedia techniques reveals that Web candidates have not taken advantage of the Internet's potential as a political marketing tool.

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2000A Virtuous Circle 1998Interactive Functions and Their Impacts on the Appeal of Internet Presence Sites 2000On-Line Interaction and Why Candidates Avoid It 2000A Proposed Methodology for Studying the Function and Effectiveness of Party and Candidate Web Sites 1996Elections in cyberspace : toward a new era in American politics 1999Party Competition on the Internet in the United States and Britain 2000Politics as usual 2003On-Line and on Message? Candidate Websites in the 2001 General Election

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