Online Campaigning in Germany: The CDU Online Campaign for the General Election 2009 in Germany

Professorship/Faculty: Lehrstuhl für Politikwissenschaft, insbesondere Politische Soziologie 
Author(s): Jungherr, Andreas
Title of the Journal: German politics : Journal of the Association for the Study of German Politics
ISSN: 0964-4008
Publisher Information: Philadelphia, PA : Routledge, Taylor & Francis Group
Year of publication: 2012
Volume: 21
Issue: 3
Pages / Size: 317 - 340
Language(s): English
DOI: 10.1080/09644008.2012.716043
Document Type: Article
The German election year 2009 saw the first attempts by political parties to include Web 2.0 services in their online campaigns. The 2009 election therefore offers the opportunity to examine how political parties outside the USA – where online campaigning has become commonplace – choose to use online tools in their campaigns. This paper examines the online campaign of the German Christian Democratic Union (CDU) with a special focus on the campaign's use of Web 2.0 services. The different elements of the campaign will be discussed with regard to three basic functions of online campaigning provided by the relevant literature: 1) presence in the online information space; 2) support of the infrastructure of politics; 3) creation of symbols for political support and participation. This paper shows that these functions were all present in the CDU's use of online tools in the campaign of 2009
Release Date: 14. November 2012