Abstract
This chapter focuses on the methodological issues surrounding the study of online constituency campaigning during the 2010 UK general election. More specifically, it considers the use of content analysis schemas for understanding the nature of interactivity in election campaigns. In doing so, it addresses two research questions: first, it seeks to measure the extent to which constituency campaigns could be identified and catalogued online; second, it aims to measure how interactive such presences were. In considering these questions, the chapter also assesses the challenges facing researchers in the Web 2.0 era more generally and the future of content analysis in a multi-platform environment.
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© 2014 Benjamin J. Lee
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Lee, B.J. (2014). From Websites to Web Presences: Measuring Interactive Features in Candidate-Level Web Campaigns During the 2010 UK General Election. In: Cantijoch, M., Gibson, R., Ward, S. (eds) Analyzing Social Media Data and Web Networks. Palgrave Macmillan, London. https://doi.org/10.1057/9781137276773_10
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DOI: https://doi.org/10.1057/9781137276773_10
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-44680-3
Online ISBN: 978-1-137-27677-3
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