Abstract

Following the rise in use of online communication in electoral campaigns throughout the world, this article deals with the use of blogs by politicians in Europe. Through the approach of Critical Discourse Analysis, it analyzes blog posts written by the European Parliament incumbents running for the European Parliament elections in 2009, from four different EU states and ideological backgrounds, and at the same time the four largest political groups in the European Parliament. The purpose of the study is to reveal the campaign strategy and dominant discourses through the analysis of the format, style and appeals. The findings reveal the differences in discourses between four political blogs, which result from the different use of language and appeals.