German E-Campaigning and the Emergence of a ‘Digital Voter’? An Analysis of the Users of the Wahl-O-Mat.

Within the e-campaigning activities of political actors in Germany, the Wahl-O-Mat has emerged as a popular ‘non-party’ online tool which has been used by millions of voters before elections in Germany. An analysis of the users can provide information about the characteristics of people resorting to this and other types of online pre-election tools. Based on an application-specific approach, hypotheses about the users are developed in light of the uses and gratification theory, taking into consideration normative expectations associated with the rise of the Internet. Whether the Wahl-O-Mat helps fulfilling these expectations is analysed by drawing (1) on data generated by an online exit survey of the Wahl-O-Mat users and (2) on datasets of the German Longitudinal Election Study 2009. The findings show that users of the Wahl-O-Mat largely belong to a group of young and politically interested voters who resort primarily to the Internet to collect political information. [ABSTRACT FROM AUTHOR]