ANALYSIS OF POLITICAL COMMUNICATION ON THE WEBSITES OF POLISH
PRESIDENTIAL CANDIDATES DURING THE ELECTION CAMPAIGN 2010
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doktorant na Wydziale Dziennikarstwa i Nauk Politycznych
Uniwersytetu Warszawskiego
Publication date: 2020-01-24
Studia Politologiczne 2011;21
ABSTRACT
The subject of this paper provides analysis of the content and usefulness of the
websites (Web Usability) of candidates standing for presidential election 2010 in
context of political culture of Internet users. Official presidential campaign websites
performed an important role in providing the information about candidates and
creating their images. The websites constituted also the central point of the election
campaign in the Internet. Transfer of the election campaign to the Internet shows
the changes in the political culture of the political elites – interactivity between the
candidate and the voter. The first part of the article is an overview of issues related
to political marketing on the Internet. Many elements of the Internet marketing
has been used in the election campaign websites. The next section compares the
content of websites of seven major presidential candidates. Web Usability Tests
for all sites were also carried out in this part. Next part focuses on the analysis
of information layer of two candidates representing the left and right wing of the
political scene in Poland. Comparative studies were designed to attempt to create
the models of the presentation of political information for persons applying the
highest position in the state. The last part of the article is a diagnosis of the
discourse and transfer of information on the candidates’ web pages during the
presidential campaign. The article was closed with short predictions concerning
the future manner of using websites by persons standing for direct elections.