Online relationship management and digital participation in the political sphere: a communicative myth?

Abstract

Grounded in relationship management and political public relations theory, this study takes a critical look at politician-citizen online relationship building in non-electoral periods. Using the example of Portuguese political parties as a case study, participatory tools available on parties' websites, the interactive exchange observed and interviews with political communication managers are analysed to reflect on the Internet's potential for heightening citizen participation. Main results indicate that providing information is a predominant function over promoting interaction and that political parties offer online spaces for citizens to discuss and debate online but hardly join the conversation.