How Cyberspace Age Shaped the Political Party’s Identity

Priyowidodo, Gatut (2011) How Cyberspace Age Shaped the Political Party’s Identity. Journalism and Mass Communication, 1 (2). pp. 98-105. ISSN 2160-6579

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Abstract

The objectives of this study are: first, to obtain a description that a political party website is an effective means of communication to carry out socialization programs to members of the party or the party’s virtual public; second, to obtain a description that website is a useful means to give political education about people’s political rights; third, to explore the implication of web’s content for strengthening the political party’s identity. The research approach used was interpretive approach to qualitative-descriptive methods. Interpretive method emphasizes culture from the perspective of social construction theory (Papa, Daniels, & Spiker, 2008). Data collection (Mann & Stewart, 2000) conducted through site analysis of the People Justice’s Party (Parti Keadilan Rakyat) Malaysia website from January 16 to March 31 2010. The findings of this study are the website is an effective means to disseminate political party’s program. Although, the virtual public or party members were preferring a direct face-to-face interpersonal communication. The People Justice’s Party, Malaysia has 14 MPN (Majelis Pimpinan Negeri/Regional Board) in the state-level. Regarding the political atmosphere in Malaysia, the website was an efficient tool. The costs required were very cheap. Second, the presence of party website opened a space for providing political education to more people. Third, the public responses stimulated improvement and strengthening the political party’s identity.

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