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SEEKING UNMEDIATED POLITICAL INFORMATION IN A MEDIATED ENVIRONMENT: The uses and gratifications of political parties' e-newsletters
- Source :
- Information, Communication & Society. 10:242-264
- Publication Year :
- 2007
- Publisher :
- Informa UK Limited, 2007.
-
Abstract
- Political parties are increasingly attempting to communicate to sections of the electorate directly, in order to relay targeted messages. E-newsletters are one key communication mode that facilitates this strategy, and previous research indicates that these, like many communications using information and communication technology, offer much potential for the sender. This research focuses on the receiver, explicitly taking a uses and gratifications approach to understanding the function of e-newsletters for the UK electorate. Our findings suggest that the majority of receivers are committed party members who desire to receive information directly from the party that will help them in their campaigning and activist roles. There is, however, a minority of less-active, politically interested, subscribers who also use e-newsletters to aid their voter choice. The data suggest that e-newsletters are able to encourage subscribers to develop and build relationships with a political party, possibly becoming more ac...
- Subjects :
- business.industry
Communication
media_common.quotation_subject
Internet privacy
Political communication
Library and Information Sciences
Politics
Order (exchange)
Information and Communications Technology
Key (cryptography)
Voting behavior
Business
Communication source
Function (engineering)
Social psychology
media_common
Subjects
Details
- ISSN :
- 14684462 and 1369118X
- Volume :
- 10
- Database :
- OpenAIRE
- Journal :
- Information, Communication & Society
- Accession number :
- edsair.doi...........52a8afc264d51b8916e0e16c3854caa1