What Creates Listening Online? Exploring Reciprocity in Online Political Discussions with Relational Content Analysis
Democratic governmentsfrequently use online tools to include large numbers of citizens inparticipation processes. Against the backdrop of deliberative theories, suchinitiatives are subject to normative needs. This article examines the equalityof participation. Previous research has mainly focused on equality in terms ofaccess to, and voice within, deliberation processes. However, much less isknown about the factors that influence the distribution of reciprocity inonline political discussions. Proposing a theoretical distinction betweensimple replying and deliberative reciprocity, this study addresses thequestion: What obstructs or promotes deliberative reciprocity online? Drawingon previous online communication research, we assume that communication style,gender and users’ activity are important predictors of simple replying anddeliberative reciprocity. Results of a relational quantitative content analysisindicate that in order to receive deliberative reciprocity users should askquestions, propose arguments, be humorous, have a critical attitude and use amale user name. Storytelling and expressions of emotions show either negativeor not significant effects.