The Role of (New) Media in the Dutch Political Landscape

In this chapter, the central question is how politicians make strategic use of the opportunities (social) media offer them and the ways they use those opportunities in the Dutch context. First, the authors sketch the changing role of media in the political realm, arguing that they are able to play a pivotal role and affect politicians’ communication efforts in multiple ways. Secondly, they focus on the media’s agenda-setting power and the way politicians and parties adjust their behaviour and functioning to ensure (favourable) media coverage. Thirdly, examining the changing media landscape and the rise of social media, they argue that politicians have several strategies at their disposal to make use of the opportunities social media offer—that is, personalization, interactivity, interconnectedness, targeted communication, conflictual communication, and humorous communication. They discuss their prevalence and potential effects.