An opportunity for engagement in cyberspace: Political youth Web sites during the 2004 European Parliament election campaign

Abstract

The Internet is playing an increasing role in the political arena. Online election campaigns work to generate voter interest by providing more varied information and encouraging citizen participation in the electoral process. However, research has infrequently focused on how political websites particularly address young people. While youth are much more active online in many realms, including politics, than the average citizen, they are also becoming progressively more disconnected from traditional governmental and party politics. Some argue that such disengagement leads to increased apathy and even alienation. Political detachment, coupled with the younger generations' noteworthy online use and presence, points to a considerable Internet potential for reversing such indifference. Based on quantitative content analysis, this article examines the possibilities for online participation available to youth in the context of the 2004 European Parliament election campaign. Specifically, it evaluates the websites of youth branches of political parties and youth organisations in Britain and Ireland (n=46), to determine the amount and nature of information provided and engagement opportunities offered. This article provides an exploratory examination as to how the EP election was presented to youth and how youth are addressed online.