Political parties, the Internet and the 2005 General Election: third time lucky?

Existing literature has agreed that during elections party web sites are primarily an information tool. This study seeks to identify to what extent political parties have developed a distinctive role for the Internet as a communications channel.

Research data were based on content analysis of the web sites and e‐newsletters of parties contesting the 2005 UK General Election, and interviews with party e‐campaigners.

Party size determined whether they had an integrated online communication strategy or not. The Internet did provide a discrete role, that of recruiting new members, encouraging donations and mobilising volunteers. Whereas previous research has focused on the web as an election campaign tool, this study found that it was e‐mail, especially pass‐protected e‐newsletters to party members.

The traditional view was that parties used their web sites primarily to promote information. This study suggests that they only do so partially. Parties do not use their web sites as part of an integrated communication strategy supporting the messages carried by other channels. In 2005 UK parties began to develop a positive reason for having an online presence, namely as a resource generating tool, particularly in mobilising volunteers. Previous literature had considered whether parties had entered into dialogue; this study further defined this into asymmetrical and symmetrical two‐way communication. The results suggest that it is smaller parties who are more likely to use two‐way symmetrical communication.