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How do youth organisations use new media? How do they address Internet savvy youth who are also apathetic citizens? How has this evolved with new demands for interactivity in social media? These are contemporary challenges facing any organization active online. This book aims to analyse one particular scenario of modern-day political communication: online communication directed from youth organisations to young citizens. Spanning seven years of research (2003-2010), it looks at web philosophy and methods of online communication (via websites, Facebook and Twitter), in three separate...