Parties, Candidates and Citizens On-Line - Åbo Akademi

Furthermore, the method used in assessing the internet websites of political parties, i.e.
either scaled content analysis or dichotomous content analysis, was examined for its
influence on scholarly findings supportive of either theory. The thesis per se provides an
additional case for this analysis. Regarding the contextual variables, the Finnish case and
the methodology used in this thesis, correspond to one of the minimum logical conditions
– studies using scaled measurement of party website content in countries with a long
history of democratic status, high country development and a media environment which
is unrestricted both off- and on-line – found for the noted occurrence of normalization of
on-line competition between parties.
As the findings of the articles in this thesis lend support to the normalization
theory, as will be discussed later, the Finnish case basically fits the patterns outlined in the
first article. Pertaining to the thesis’ ‘generalizability’, the potential problem of analyzing a
very particular and deviant case – without any strong argument for this case putting the
theories of interest to the most critical test possible (cf. Flyvbjerg 2003, 189-193; Peters
1998, 62-65) – appears less of a problem in this thesis. Finland is also more of a
frontrunner rather than a follower in terms of campaign evolution and on-line
campaigning (cf. Gibson & Römmele 2005; Lusoli 2005a; Mancini & Swanson 1996), the
findings from the Finnish case can be argued to have relevance beyond the national
context. The results found from studying the Finnish on-line political environment could,
in time, come to show in other, less developed national contexts as well.
2. Concluding discussion
The findings of the thesis’ articles will now be discussed in relation to the theoretical
framework and the components of the typology of four on-line political environments
presented in the introduction. The disposition of the discussion follows the main
components of the theoretical discussion presented in the thesis’ introduction: firstly, the
findings concerning the political actors are summarized and discussed. Secondly, the
findings concerning citizens are summed up and discussed. Finally, the findings of the
articles are brought together, discussed, and positioned within the typology of four online
political environments.
2.1 Political actors and the internet
The on-line activity of the political actors has been assessed from several points of view in
the thesis’ articles. The studies have shed light on who the main on-line political actors in
Finland are, what they are doing with their websites, and what conditions – both actorspecific
and external – influence this communication. What is more, in a theoretical
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