The role of digital platforms in the transformation of political parties

The aim of the study was to identify the role of digital platforms in the transformation of political parties, particularly the structure, communication, and participation. The methodology was based on an interdisciplinary approach that combined case analysis, conceptual models from political science, digital sociology and organisation theory. As a result of the study, it was revealed that digital platforms radically changed the mechanisms of political communication, transforming these mechanisms into interactive forms of interaction. The introduction of digital participation caused the emergence of new formats of intra-party democracy, particularly through crowdsourcing and direct online voting. Structural changes in parties demonstrated the weakening of the traditional hierarchy and the growth of network forms of coordination. Case studies showed that digitalisation caused both democratic innovations and centralisation of control over platforms, i.e. digital platforms contributed to the hybridisation of party structures, combining hierarchical and network models, as in the cases of Rousseau (Italy) and LiquidFeedback (Germany); digital platforms expanded citizens’ participation through e-voting and crowdsourcing (Podemos, Decidim), but also led to centralisation of data control and manipulation of algorithms (Trump’s campaigns, criticism of Movimento 5 Stelle). The formation of hybrid party models was defined, which adapted digital tools within classical institutional structures. New practices such as microtargeting and personalisation changed the nature of leadership and legitimacy. It was established that the effectiveness of digital transformation depended on the national institutional context. In conclusion, digital platforms created both new opportunities and risks for party functioning, and the impact was ambiguous and contextually dependent. The most effective appeared to be hybrid organisational models, which combined the traditional with the innovative. The practical significance of the study lay in the formation of tools for the optimisation of party structures, the improvement of electoral technologies and the development of regulatory frameworks on digital democracy, which could be used by political parties, government bodies and civil society to increase the effectiveness of political governance