Darren G. Lilleker|Jens Tenscher|Václav Št?tka
Towards hypermedia campaigning? Perceptions of new media's importance for campaigning by party strategists in comparative perspective
Bournemouth University|Universität Trier|Universität Hamburg|Charles University
paper analyses strategic thinking around election campaign communication rapidly evolving media environment characterized rise digital communication channels online social networks new tools political campaigning using expert survey campaign managers 68 political parties within 12 european nations representing old new eu member states study investigates perceived importance different types communication platforms meeting campaign objectives especially regard differences new direct modes campaigning comparison traditional campaign channels attributed significance various channels analysed range variables macro country level well meso party level results suggest differences observed regard perceptions particular types social media individual strategists working parties well strategists working new old eu member states eg facebook seen important younger democracies overall see relatively high level homogeneity perceived importance campaign communication sample data point embedding new communication platforms within election campaign strategies across nations parties indicates move towards hypermedia campaign style integrating old new campaign tools communication platforms becoming standard feature professional campaigning strategy europe