Personalization of the Political Online Scene: The Case of Slovenia
Personalization of the Political Online Scene: The Case of Slovenia

Summary/Abstract: This paper addresses the question of how the image of political institutions online, especially of the political parties, is changing over time. Focusing on the case of Slovenia, the text shows how political actors are using interactive forms of participation with their citizens, but in a specific, individualized way. The thesis of the transformation from informational to individualized politics on the web is strengthened with a qualitative case study, which examined the obstacles to a more integrative communication between political parties and citizens. Interviews with online professionals responsible for online campaigns acknowledge that the dialogical and interactive potential of the web is limited mainly by structural dimensions within political parties themselves.

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