Strategic Control over Participatory Promise: Campaign Websites as Media Infrastructures in Portugal’s 2026 Presidential Election

Digital media have reshaped electoral communication, yet official campaign websites, owned and strategically controlled media spaces, remain underexamined within hybrid media systems. This study investigates how these websites function in Portugal’s 2026 presidential election, focusing on the tension between participatory affordances and strategic control. A qualitative-dominant comparative content analysis of all eleven candidate websites is conducted using an integrated multi-model framework combining interactivity, web campaigning, functional analysis, digital sophistication, and political framing. The findings reveal a stratified digital landscape in which most websites operate as unidirectional communication hubs prioritizing narrative coherence and mobilization over deliberative interaction. Rather than functioning as democratic equalizers, campaign websites reproduce and amplify pre-existing strategic and organizational asymmetries. A key contribution of the study is the identification of a systematic association between the strength of campaign framing and the level of digital infrastructural investment. The study contributes by conceptualizing campaign websites as central media infrastructures and by reframing digital campaigning as a strategy-driven, rather than technology-driven, process.