Getting connected: The effects of online political communication on citizens’ political involvement

This dissertation examines to what extent the Internet influences citizens’ involvement in politics, by using different research methods - longitudinal survey research, content analyses and experimental studies. Three main conclusions can be drawn from this research. First, this dissertation shows that not many people are politically active online, but some activities are more popular than others. Secondly, studies in this dissertation show that Internet use can have a positive effect on citizens’ involvement in politics. For instance, citizens who use an online Vote Advice Application are more likely to vote. Thirdly, also the communication strategies used in online political communication have a positive effect. When political parties and politicians use an interactive communication style, citizens feel more politically involved. Additionally, a personal approach also matters. A personal communication style (when the focus is on the politician and not on the party) has a positive effect on citizens’ involvement in politics. Personal and interactive communication makes citizens feel close to politics.