political marketing, political communication, web campaigning, new media, Portugal
Abstract
According to Xenos & Moy (2007), the use of new media together with traditional media has become the core of any political campaign in democratic countries, since Barack Obama was elected President of the United States in 2008. Portugal is no exception: during the Presidential campaign in 2011, the 6 political candidates used altogether 35% of all different types of new media available; this amount rose to 52% for the winning candidate Cavaco Silva (Barbosa & Motta, 2011). The use of new media in political communication has been studied by a number of scholars.The main aim of the present research consists in analyzing the new media’s campaign strategy used by the political communications apparatus of the five major political parties that presented candidates for legislative office in Portugal, in the election and campaign period occurring in May-June 2011.Furthermore, data concerning the frequency and type of new media used, and the level of involvement with the voter in the web site and the social networks Facebook and Twitter was quantified.Regarding the investigation methodology, an online content analysis was applied, as a qualitative and a quantitative research instrument.
