Towards a more participatory model of party communication? A comparative study of digital communication strategies by Brazilian and Spanish political parties

• In Event: Between Survival, Adaptation and Success: Old and New Parties in the Information Era

Abstract

The aim of this paper is to make a comparative analysis of digital communication strategies of Brazilian and Spanish political parties. We will seek to verify is are plausible, in these party systems, three general hypotheses proposed by international literature: the hypothesis of 'normalization', the hypothesis of correspondence between characteristics of party organizations and interaction strategies on the Internet, and the hypothesis about the emergence of more interactive and 'citizen-initiated' style of party communication. To realize this analysis will seek dialogue with the results and deepen the methodological approach suggested by Rachel Gibson in her studies of the British political parties (GIBSON, 2015).

Author

• Sergio S Braga, UFPR