Chapter 1
Introduction
J. Paulo Serra and Gisela Gonçalves
l. 123
The starting point of this book is the paradoxical state of the art
regarding political communication’s potential and pitfalls in the Web 2.0
era.
In fact, empirical evidence has shown that neither citizens nor political parties have
been taking full advantage of online features in regard to political participation. This
is particularly evident in the case of political parties’ websites, which have taken on
two main functions: i) Disseminating information to citizens and journalists about
the history, structure, programme and activities of the party; ii) Monitoring citizens’
opinions in regard to different political questions and policy proposals that are
under discussion. This means that, in spite of the integration of websites into
political parties’ “permanent campaigns” (Blumenthal), TV continues to be
seen as the core medium in political communication and thus one-way and
top-down communication strategies still prevail. In other words, it is “business as
usual”.
l. 127Several issues arise from this context. With this book, we aim to keep the debate
around the party-citizen “participation” mismatch alive. Ultimately, we consider it
important to inquire as to whether Web 2.0 could help citizens’ political participation
or if a new research stream should be identified. The chapters of this book respond to
that challenge and provide valuable explorations of how political parties face the
digital online apparatus regarding citizen participation at micro and macro level.
The micro level involves research on an individual level, mainly focusing
on the practices of individuals, while the macro level is more aimed at an
analysis of broader, inter-societal systems. Within the 6 chapters gathered
in this book, both levels of analysis are presented and intertwined, which
leads to an overarching and thought-provoking discussion about the political
participation gap, its causes and consequences for political communication
and democratic politics, as well as new forms of political participation in
contemporaneity.
l. 131The first chapter in the volume critically reflects on the history of communication
studies, often focused on the effects of the media, to demonstrate how some
characteristics of Web 2.0 provide elements for a communication theory that is able
to provide a framework for social changes and the implications of communication
processes in social semiosis, i.e. the semiosis of mediatization. In “In search of a
return to communication (studies) as a factor of social change: Web 2.0 and political
participation”, Giovandro Marcos Ferreira, from the Federal University of Bahia,
Brazil, is concerned with demonstrating the importance of the community, exercising
citizenship on and over the internet, and its links with other institutions that are
present in the public space. In particular, the author reflects on how the new
wider public space can include what are known as “extimate” operations
– a play on words that means externalizing the intimate. In other words,
it is a space often frequented by emotion, intimacy and passion in public
discussions.
l. 134Joaquín Lopez del Ramo, from the Universidad Rey Juan Carlos, Spain, presents
“Descriptive indicators of photojournalistic treatment of political leaders from
the standpoint of content analysis”. With this research, he uses the content
analysis methodology to obtain in-depth, exhaustive and relevant data on how
photojournalism deals with political leaders. Moreover, he underlines how
stereotypes, ideological bias and an excess or abuse of ”clichés”, especially during
electoral campaigns, may explain the distance between the public and politicians, by
broadcasting the impression of a prefabricated image, hollow rhetoric or even
falseness.
l. 137The Spanish political party Podemos, new on the European scene, is the focus of the
chapter authored by Karen Sanders, from CEU San Pablo University and the IESE
Business School, Spain. In “The emergence of Spain’s Podemos (We Can) Party:
Challenges for political communication practice and study” the author discusses how
Podemos and other political groups and the popular distrust of mainstream
politicians and political parties have placed the phenomenon of political populism
firmly on the Spanish political and public agenda. Moreover, the author discusses
how Podemos’ highly professional approach to political communication, using both
traditional and social media to great effect, has at the same time sought to
democratize its communication. This leads to an interesting debate about the
so-called “false dichotomy”, according to which professional campaigns are seen as
somehow incompatible with democratic communication that empowers the
citizen.
l. 141The concept of cosmopolitanism and its importance for understanding the modern
transnational world is at the core of the chapter by Peter Dahlgren, from Lund
University, Sweden, who critically analyses its utility in helping to understand the
conditions for political activism in the context of a global civil society. The essay
“Cosmopolitanism, media and global civil society: From moral to political agency”
begins with reflections on global activism and stresses that much of the
literature on cosmopolitanism comprises a normative discourse, asserting a
moral obligation to global Others. The author then attempts to make the
transition from moral to political engagement, and argues for the notion of civic
cosmopolitanism.
l. 144Evandro Oliveira, from Leipzig University and the University of Minho, together with
Gisela Gonçalves, from the University of Beira Interior, centre their research on the
Portuguese Parliament’s online communication to reflect on how social media is being
used to foster interaction and dialogue between citizens and Members of
Parliament. In “Talk to me and I will talk for you”, the authors anchor
their research in the sociological context of social media communication
and its relationship with online political communication and relationship
management studies from a political public relations perspective. The main
findings obtained with a multimethod approach suggest that the level of
professionalization of MPs’ online communication is low and that the internet’s
dialogical promise has not yet materialized in the Portuguese parliamentary
realm.
l. 147Completing the volume, “New media and politics: citizens’ participation in the
websites of Portuguese political parties: main results”, is a chapter in which J.
Paulo Serra and Gisela Gonçalves, from the University of Beira Interior,
Portugal, present the main findings and discuss the main results obtained
throughout the various stages of the three-year implementation of the “New
media and politics: citizen participation in the websites of Portuguese political
parties” project. It aimed to answer to the question ‘What is the degree of
correspondence between the participation that the websites of the Portuguese
political parties allow citizens and citizens’ expectations about their participation in
non-electoral periods?”. By using multiple methods of data collection and analysis
(content analysis, controlled experiments, semi-structured interviews, web-based
surveys and focus groups), the authors conclude that there is a degree of total
correspondence. However, as they also highlight, this affirmative answer
hides a doubly negative one: i) the political parties’ websites do not provide
citizens with real participation, but only a simulation of participation, with
persuasive and propagandistic objectives; ii) citizens do not expect the political
parties’ websites to allow them more participation than they already do,
since what citizens mainly want from the websites is information about the
parties.
l. 150Finally, we hope that this volume achieves our main goal: to enrich the debate and
open new avenues in the study of political participation and Web 2.0. We thank all
the contributors, reviewers and thoughtful critics without whose contributions this
book would not have been possible.
l. 156The Editors
Chapter 2
In search of a return to communication (studies) as a factor of social change: Web 2.0 and political participation
Giovandro Marcos Ferreira
l. 164 “The unknown is found at the frontiers of the sciences”
l. 167Marcel Mauss
On the standard history of the communication field (on the effects of theory)
l. 173Different communication handbooks study a range of approaches with little overlap among them. In general, the smallest core features found in many handbooks are studies on effects. Elihu Katz states in presentations that he does not know what the object of study of communication is, although he knows what his object of study is in the field of communication – effects. When he says this, he somehow reveals the importance that those studies have had throughout his life and for several researchers in the United States and other countries in the world, highlighting part of the history of communication theories.
l. 177There is a standard history of communication theories that views communication studies above all from the bias of effects. It sometimes polarizes and reduces the research’s past to “the apocalyptic and integrated”, as Umberto Eco (1978) put it simply in 1964. This perspective of the history of communication theories departs from parallel studies in the field of communication and focuses on reporting the research of prevailing studies.
l. 180It is important to point out the contexts that support this perspective since the USA’s preparation to enter the Second World War and, later, the period marked by the Cold War. An important aspect in this demarche that consolidates the prevailing paradigm was the Rockefeller Foundation Communication Seminar from September 1939 to June 1940. In a broader sense, it would be interesting and necessary to have more in-depth studies on the influence of foundations (Rockefelle...