The Potential of Using Websites for Communication of Political Parties: The Case of Slovakia Before the 2020 Elections

Abstract

Technological advances and the use of websites have become mandatory tool for any political entity trying to succeed in the competition for votes. The main objective of the study is to identify the level of effectiveness of political communication on the websites of selected political parties in Slovakia. The evaluation is based on the application of the framework for functionality and effectiveness of communication of political parties and their candidates on websites. According the framework applied, the partial objectives represent the identification of information flows on website in five different ways: from the bottom up, from the top down, horizontal, asynchronous and synchronous. A structured review of the research on the issue provides a basic perspective for identifying similarities, differences, challenges, and positives, as well as the possibility to carry out a comprehensive confrontation with the study’s findings. The analysis focuses on the environment of the Slovak Republic, looking at the example of eight selected political parties from the period of the last elections – 2020. The data collection used techniques according to the nature of the examined indicators set according to the framework. To evaluate the data, we apply basic statistical analyses with a comparative form of presentation. The findings demonstrate a medium to higher degree of effectiveness of the communication of selected political parties on the websites. The quality and scope of the information provided on websites is also currently related to the length of time in the party system, regardless length of representation in the parliament. According to study results the deficits primarily appear when providing answers to questions outside of published information, using an interactive form of content or more active cooperation with partner websites. The observed state of the selected cases demonstrates the one-way nature of the provision of information from the subject to the recipient.