Uses and Effects of New Media on Political Communication in the United States of America, Germany, and Egypt

Transcription

1 A 2006/ 143 Uses and Effects of New Media on Political Communication in the United States of America, Germany, and Egypt von Adel Saleh Tectum Verlag Marburg 2005

2 Contents FIGURES 11 TABLES 13 INTRODUCTION 14 CHAPTER I: MEDIA AND POLITICAL CAMPAIGNING IN THE CYBERSPACE AGE Political Campaigns and Mass Media Methods of Communication in Political Campaigns Interpersonal Communication Types Mass Communication Types Paid or Controlled Media Non-Paid or Uncontrolled Media Changing Communication Technology and the Future of Political Campaign Political Campaign Definition Political Campaign Communication Model Development Types of Political Campaign Communication New Communication Technologies and Political Campaign Internet and Political Communication The Internet and Political Campaigning Using the Internet in Electoral Campaigns Information Provision Grassroots Networking Advocating Fundraising Interaction Mapping and Targeting Internet and Politics in the Communication Research Agenda 45 CHAPTER H: THE INTERNET AS AN ALTERNATIVE CAMPAIGNING MEDIUM: OPPORTUNITD2S AND CHALLENGES The Internet and Mass Media Communication Theoiy Perspective Online Communication in the Context of the Traditional Communication Model Types of Online Communication Characteristics of Cyberspace Communication System Hie "Critical Mass" Threshold Perspective: Media Diffusion and Accessibility Development in Access and Uses of Information Technology Rate of Access and Use of the Internet Evaluating Information and Communication Technologies: the U.S., Germany, and Egypt Social, Economic, and Technological Aspects of the U.S., Germany, and Egypt Operational Readiness and Network Policy in the U.S., Germany and Egypt Media Consumption Perspective: The Internet Compared to Classic Media Purposes of Using the Internet as a Mass Medium Media Time Budgets and the Role of the Internet Online Advertising The Internet and the Democratic Communication Perspective The Internet and the Expansion of Democratic Communication 70

3 2.2 Communication and Empowerment Theory The Internet as an Alternative Political Campaigning Medium Alternative Media Theory Is the Internet an Alternative Medium? Searching for Alternatives: Old Media Challenges are New Media Opportunities Media Control Traditional Media and Control New Media and Control Media Credibility Traditional Media and Credibility New Media and Credibility Media and Interactivity Traditional Media and Interactivity New Media and Interactivity Media and Cost Traditional Media and Cost New Media and Cost Challenges of the New Alternative Media Perspective Digital Divide Digital Divide in Theory Digital Divide in Practice Internet Surveillance Surveillance Experiences The Potential of Internet Monopoly Forms Related to Access Forms Related to Production & Delivery Cyber Attacks Privacy Issues Women, Politics, and the Internet: An Ideal Case of the New Media's Opportunities and Challenges Ill 3.1 Women and Politics: Gender Gap as Usual? Ill 3.2 Women's Access and Control of Mainstream Media: Reason or Consequence of Gender Discrimination? The Internet and Women's Empowerment Women's Access and Use of ICTs: a Multiple Gender Gap Women's Political Online Campaigning Initiatives 117 CHAPTER HI: CAMPAIGN STAKEHOLDERS AND THE INTERNET Campaign Stakeholders Campaigners and Online Campaigning Indicators of Increasing the Role of the Web in Political Campaigning Developing Campaigning Websites in the U.S., Germany and Egypt Parties'Websites History Levels of Development of the Campaign Websites Parties' Objectives of Being Online Voters and Online Campaigning Voters and the Importance of Campaigning Websites Voter's Expectations from Online Campaigns Voters' Engaging in Online Campaigns Voters' Trust in Online Campaigns 145 CHAPTER IV: POLITICAL CAMPAIGNING WEBSITES IN GERMANY, THE U.S., AND EGYPT: A CONTENT ANALYSIS STUDY 149

4 1. Website Analysis: Possibilities and Constraints Website Evaluation Website Construction Evaluation Guide Political Website Evaluation Guide Website Research Methodology Website Research Approaches Website Research Techniques Content Analysis Hyperlink Network Analysis Survey Experiment Web Analysis Methodology Problems Analysis Units Concept Definitions or Meanings Archives or Getting the Web Materials (Web Repository) Data Collection Technology to Overcome the Web Studying Methodological Problems Software to Analyze Types of Using the Websites Web Archiving Software Software to Analyze Structural Aspects Software to Analyze the Web Content Party & Candidate's Websites in Germany, the U. S., and Egypt Literature Review Study Questions and Expectations Research Method Study Techniques and Coding System Web Search Content Analysis Sample, Data Collecting, and Coding Procedures Findings: German Party and Candidate Websites Access and Visibility Links to German Party & Candidate Websites Party and Candidate Websites Traffic Rank Average German Campaign Websites Function Structure of German Campaign Websites German Websites Communication Style Findings: American Parties and Candidates' Websites Parties' Online Existence: Access and Visibility Links to the American Parties' & Candidates' Websites Party and Candidate Websites Traffic Rank Average Functions of U.S. Websites The Structure of U.S. Websites Communication Style of U.S. Websites Findings: Egyptian Partisan Websites Parties' Online Existence: Access and Visibility Links to the Egyptian Parties' Websites Parties'Websites Traffic Rank Average Egyptian Websites' Functions The Structure of Egyptian Websites Egyptian Websites' Communication Style Similarities & Differences in the Online Campaigning Performance among the Examined Countries Websites Access and Visibility Websites Functions Website Structure 217

5 3.4 Websites' Communication Style 218 CHAPTER V: THE EFFECTS OF THE INTERNET ON POLITICAL PARTICIPATION Alternative Media Effects Perspective The Internet and Political Participation The Internet and Political Participation Theories Positive Effects on Political Participation (Mobilization Theory) Limited or No Effects on Political Participation (Reinforcement Theory) Why Reinforcement Theory Should Be Revisited Spread of Internet Access and Use Dominance of Knowledge on the American Case Revision of Political Participation Definition Conditional Effects on Political Participation (Tentative Theory) The Internet and Political Participation Forms The Internet and Conventional Participation Forms The Internet and Partisan Activities The Internet and Voter Turnout The Direct Effects of the Internet on Voter Turnout The Indirect Effects of the Internet on Voter Turnout The Internet and Unconventional Participation Forms Online Communication and Network Theory Social Networks and Political Participation E-Networks and Political Participation Online Campaign and Development of Networked Communities New Networking Techniques from the 2004 U.S. Presidential Election 246 S.l.Blog NovemberCalling.Com Fundraising Network: ActBlue Walk the Vote Sign Up Participating in Local Events Candidate Link Supporters Proposed Model of the Relationship between the Internet and Political Participation 249 CONCLUSION 251 BIBLIOGRAPHY 262 APPENDIX: 294 Appendix 1: Scoring System: Website Analysis 294 Appendix 2: Analyzed Party and Candidate's Websites