Websites as Spaces for Building the Identities of Political Parties

Abstract

Initially, studies on policy and the internet considered websites as spaces for the propagation of political and electoral marketing. However, this proposal presents a different perspective regarding the internet as a space for building the identity of political parties with their diverse audiences: cross-party and intra-party. The chapter is divided into three parts: the first deals with politics and the internet focusing on the theory of equalization and normalization to match the political game between major and minor parties. Thus, to understand the organizational structure of the parties, the theory of the parties of cadres and masses is offered. Also, to deepen this discussion, the selective and collective incentives that are part of the genetics of political parties are treated. As the results, the website serves as an instrument of communication of the party, divulging the objectives, the internal disputes between the different factions, and the way the party works.