Europako alderdien jarduera sare sozialetan Europako Parlamenturako 2014ko hauteskundeetan / The activity of European parties on social networks during the 2014 European Parliament elections

This study analyses the digital communication strategies employed by governing political parties in six European Union countries during the 2014 European Parliament elections. Focusing on both official websites and social media platforms, particularly Facebook and Twitter, the research reveals a high level of digital presence but limited mechanisms for citizen participation. Employing a mixed-methods approach rooted in cybermetrics and political communication theory, the authors identify a predominance of top-down message dissemination, highlighting the instrumental rather than dialogic use of digital media. Although the parties utilised various platforms, their engagement strategies often failed to capitalise on the participatory potential of Web 2.0 tools. The study also underscores the disconnection between online activity and electoral outcomes, challenging assumptions about social media’s role in voter mobilisation. Ultimately, the article contributes to debates on digital democracy, suggesting that while online platforms are increasingly central to political campaigns, their use remains largely unidirectional and campaign-centred, limiting their transformative capacity for democratic participation.