Page 265 - Comparing Political Communication Theories, Cases, and Challenge

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Political Communication and Electronic Democracy

organizations as well as party organizations are being used as the main
channels for disseminating information, while direct communication
with constituents is considered less relevant and less desirable.
The narratives of those members who express this orientation suggest
that the focus on party is a behavioral norm deeply ingrained into the
hearts and souls of MPs in European national parliaments. It is hardly
raised as an issue or perceived as a particular problem. Some members
offer reasons that point to the programmatic closeness among the mem-
bers of a party that minimizes tensions between the individual and his
or her party. A Swedish MP explained when talking about her campaign:

My personal campaign was all based on speaking for the party. If
the people vote for me, they should know that they get a liberal.
This is different in the case of the U.S. House of Representatives. The
members of this legislative institution consider themselves primarily as
arepresentativeoftheirdistrictratherthantheirparty.Whenaskedabout
the goals related to the Web site of his member, a systems administrator
explained:

The goal is always to improve the communication with people in
[thedistrict].ItisreallygreatthatpeopleinWashingtonaremaking
use of the site as well but they are really not our interest. We are
trying to improve our communication and get information out to
our constituents.

The narratives of American respondents reveal that the decision to take
advantage of the Internet is based upon strategic considerations as well.
In contrast to respondents in Sweden and Germany, they stress electoral
incentives as a reason to take advantage of the Internet as a means for
communication with constituents. Looking back to the early beginnings
of his member’s Web site, a systems administrator explained:
In the beginning we had no real vision. My member represents
avery educated district close to Silicon Valley. There was a fear
that it might hurt him if he is not proving to be up to date with
technological developments.

Many of the respondents also pointed to the legislative structure as a fac-
tor that affects their choices. Some of the Swedish and German members
we interviewed are quite positive about the use of Web sites to communi-
catewithconstituents,butarguethattheycannotuseWebsitesbecauseof
alack of resources. These answers point toward a mechanism that clearly

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