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Parties, Candidates and Citizens On-Line - Åbo Akademi

Parties, Candidates and Citizens On-Line - Åbo Akademi

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the discussion of the variable, the Singapore government has been active in imposing<br />

sanctions (Kluver 2004: 440). The Japanese government has threatened with sanctions but<br />

never made any official ruling on matters concerning on-line campaigning (Tkach-<br />

Kawasaki 2003). Scenario 4 is viewed as a condition for normalization 5 as web<br />

campaigning is becoming increasingly expensive <strong>and</strong> also dependent on off-line visibility<br />

in guiding voters to the web sites (Margolis et al 2003: 58). Consequently, only scenario 1<br />

consisting of a restricted off-line media system alongside an unrestricted on-line<br />

environment, is classified as a condition for equalization.<br />

The final independent variable, methodology, is considered present if the study in<br />

question has used some form of scaled measurement of website contents (cf. Gibson &<br />

Ward 2000), <strong>and</strong> not present if the study used some form of dichotomous measurement<br />

or assessment.<br />

The dependent variable consists of findings of either normalization or equalization in<br />

existing studies. Hypothetically, this means that the variable is subject to the<br />

interpretations of the scholars who conducted the study. Therefore, it is necessary to shed<br />

light on the basis for these interpretations. This study would suffer in validity if the<br />

operationalization of the dependent variable is based on contradictory conclusions from<br />

similar data. If such discrepancies exist, the dependent variable should rather be regarded<br />

as an independent variable explaining findings of normalization <strong>and</strong> equalization. This<br />

would be troublesome as the inclusion of too many variables in the QCA is difficult <strong>and</strong><br />

makes the results of the analysis uncertain (Jungerstam-Mulders 2003: 71).<br />

Party competition on-line could be depicted as consisting of two dimensions:<br />

visibility <strong>and</strong> on-line performance in terms of website contents (c.f Margolis et al. 1997,<br />

2003; Margolis & Resnick 2000). Without off-line visibility, the usefulness of a website is<br />

limited as the general public is unaware of its existence (Carlson & Djupsund 2001: 84-5).<br />

<strong>On</strong>e explanation for possible discrepancies in conclusions could depend upon whether<br />

the authors realize <strong>and</strong> measure both visibility <strong>and</strong> performance. The operationalization<br />

<strong>and</strong> validity of the dependent variable is tested here through a brief QCA of how the<br />

authors of the studies of on-line party competition have interpreted their findings<br />

concerning visibility <strong>and</strong> website performance. The analysis of the studies finding<br />

normalization yielded the following primitive Boolean expression (where A st<strong>and</strong>s for<br />

visibility <strong>and</strong> B for website performance: capital letters indicate that the condition for<br />

normalization is present):<br />

F = 1 when Ab+AB+aB<br />

Through Boolean reduction, these three terms combined to produce the following final<br />

expression:<br />

44

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