Political Communication via the Internet — Functional and Moral Dimensions

Abstract

This paper researches the extent and manner in which the Internet is being used in election campaigning throughout the world and in Croatia, the degree to which it affects the transmission of information to voters and how it ought to be used effectively. A conclusion is drawn as to how the Internet should be used in morally correct political communication. The Internet is unique in that it opens the possiblity of two–way communication. If used as a means for generating optimal political solutions jointly and through dialogue, the prerequisite for good political communication will have been met. Aside from examining articles already written on this topic, a survey was done to determine the importance of the Internet as a means of transmitting information to the Zagreb electorate. It has been confirmed that parties and candidates most frequently use the Internet for promotional purposes (one–way communication). On the other hand, the Internet is also effective if exploited for its potential for two–way communication. Should parties make use of the Internet, they shall achieve better party mobilization and contribute to increased participation in elections. A moral evaluation, as well, of political communication via the Internet demonstrates that it is important to strive for two–way communication between politicians and the people. Of course, communication must be conducted in the manner of honest and responsible dialogue on equal terms, with respect for the dignity of the human person while striving to achieve the general good.