Nationalizing and Normalizing the Local? A Comparative Analysis of Online Candidate Campaigning in Australia and Britain

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Abstract
This paper provides a comparative analysis of the distribution, drivers, and contents of Web campaigning at the local level in British and Australian national elections. After comparing the extent of Web campaigning among candidates in the 2004 Australian and 2005 British General Elections, analysis of the factors linked to Web campaigning in each country is undertaken and the contents and style of their Web use systematically recorded and compared. The results reveal a pattern of major party dominance in both countries, although British candidates are more active online overall. In addition, while the approach and contents of Web campaigns are remarkably similar, the triggers to Web campaigning are found to differ across the two contexts. The findings are seen as suggesting that while national context may influence baseline levels of e-campaign interest or “readiness,” the actual quality of online campaigning is taking on a more standardized form. The implications of the results are discussed in light of the rise in more “professionalized” styles of campaigning worldwide and the prospects for normalization of politics on the Web.

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