RT Journal Article
T1 Political communication in the digital environment. Evaluation of interactivity strategies of European think tanks
A1 Castillero-Ostio, Elizabet
A1 Moreno-Cabanillas, Andrea
A1 Serna-Ortega, Álvaro
K1 Comunicación en política
K1 Medios de comunicación social - Aspectos políticos
AB Think tanks, as social and political actors, have achieved an undeniable global influence on political decisions and the formation of public opinion. This study allows us to understand the digital communication, through official websites, of European think tanks in their relations in the virtual environment. The study sample consists of the 25 most influential Western European think tanks, based on the 2020 Global Go To Think Tank Index Report (McGann, 2021). Through a quantitative contentanalysis, the communicative tools of the websites of these organisations were examined, as well as thelevel of interactivity they provide. The results show that the unidirectional tools in most frequent useinclude graphic displays (information brochures or presentation spaces of the think tank and imagesand photographs) and the use of tools that enable a greater degree of interactivity. In terms of bidirectional tools, asymmetric ones predominate, such as subscription forms for content syndication, a web search system, file downloads and tools or buttons for sharing on social networks or sending information to external sites. Across the board, the research highlights the need for think tanks to move towards two-way online models to improve relations with their audiences.
PB Universidad de Alicante
YR 2025
FD 2025-01-01
LK https://hdl.handle.net/10630/38651
UL https://hdl.handle.net/10630/38651
LA eng
NO Castillero-Ostio, E., Moreno-Cabanillas, A., & Serna-Ortega, Álvaro. (2025). Political communication in the digital environment. Evaluation of interactivity strategies of European think tanks. Revista Mediterránea de Comunicación, 16(1), e26338. https://doi.org/10.14198/MEDCOM.26338
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026