Web-based communication's effects on public opinion and political decision-making

Technological developments have improved the caliber of political parties' choices. The internet, in this case, has given more people access to political party information and as a result, people are able to offer their feedback, which promotes overall quality in governance (Rice and Atkin 2012). As the internet becomes increasingly important in politics, advocacy, and campaigns, discussions about how web-based communication is altering politics have persisted. The goal of this essay is to investigate how web-based communication affects political policy-making and public views.

Web-based communication has encouraged citizen involvement and political activity. (Head, 472). Researchers have linked civic participation to successful political outcomes. According to Head (473), citizen participation has promoted the quality of decisions made by political parties. The internet, in this case, has granted more people access to political party information and as a result, people are able to give their feedback, which promotes overall quality in governance (Rice and Atkin 2012). As the internet plays a vital role in campaigns, governance, and activism, debates have continued to arise about how web-based communication is changing politics. This essay aspires to explore the impact web-based communication has on public attitudes and political policy-making.

Web-based communication has promoted citizen participation and engagement in politics (Head, 472). Researchers have attributed citizen engagement to a positive political outcome. According to Head (473), citizen participation has promoted the quality of governance since the citizens are able to view the manifesto of their leaders and give feedback. By viewing manifestos, citizens develop and build attitudes towards leaders, which help in choosing the right leaders. In addition, web-based communication provides citizens an avenue that they can exchange their views about their leaders. If the political leaders have access to this information, they are able to adjust their plans in order to serve the needs of the people better (Head 475). As such, web-based communication is beneficial to both citizens and their leaders.

Web-based communication has also helped engage majority of the citizens, which implies that the policies made are in the best interest of the citizens. According to Katharina and Marschall (28), the internet helps mobilize a population that otherwise would not have been engaged in politics. This proportion may not have purposed to attend political campaigns but view manifestos and other political information over the internet. As such, they are able to give their comments about the policies. After reviewing the comments, political leaders are able to adjust the policies to meet the needs of the citizens. Nam (91) confirms to this argument, adding that online information gathering and dissemination may appeal to those that might have been uninterested, leading to cases of accidental mobilization. This adds to the number of people scrutinizing the governance, which improves its quality.

Web-based communications have helped citizens hold their leaders and the government accountable for the services they offer. Traditionally, it was impossible for the citizens to interact with their leaders as they had a representative whom would be sent with their views (Katharina and Marschall 31). This was not effective in that the representative would fear or forget to deliver some information (Nam 93). This has improved with the use of web-based communication. Today, citizens directly converse with their leaders and ask them questions. The advantage here is that the citizen does not meet the leader in person, which elicits the fear of expression (Nam 96). As a result, leaders have to do what the citizens entrusted them.

Therefore, web-based communication has played a major role in improving the quality of governance. It provides an avenue for the leaders to market their manifesto during campaigns, which forms and develops the attitudes of the citizens. In addition, web-based communication provides a medium of communication between the leader and his/her people, which ensures the needs of the citizens are met. Finally, web-based communication helps citizens hold their leaders accountable since it elicits the fear of communication.

Works Cited

Hanel, Katharina and Stefan Marschall. "The Usage of Online Collaboration Platforms by Parties: Strengthening the 'Party on the Ground' or the 'Party in Central Office'?." German Politics & Society, vol. 31, no. 3, Sept. 2013, pp. 27-42. EBSCOhost, doi:10.3167/gps.2013.310302.

Head, Brian W. "Toward More 'Evidence-Informed' Policy Making?." Public Administration Review, vol. 76, no. 3, May 2016, pp. 472-484. EBSCOhost, doi:10.1111/puar.12475.

Nam, Taewoo. "Dual effects of the internet on political activism: Reinforcing and mobilizing." Government Information Quarterly 29 (2012): S90-S97.

Rice, Ronald E., and Charles K. Atkin, eds. Public communication campaigns. Sage, 2012.