This paper approaches the question of how the image of political institutions online is changing over time from three different angles which represent the gap between the potential and practical implementation of interactive forms of political communication. First, the paper identifies those factors that determine the patterns of using the web for making interactions between the politically institutionalised sphere and citizens, regardless of the age of Internet technology. Second, it focuses on the Slovenian political space online where it shows how political institutions and individual actors are using more interactive forms of participation with web audiences, but in a special - individualised - way. In the last part, this perceived transformation from informational to individualised politics on the web is strengthened with an analysis of interviews with online professionals who acknowledge that the democratic potential of the web is limited by structural dimensions, which lessen the relationship between the political sphere and citizens. To realise this interactive potential, 'new' technology in 'old' circumstances is simply not a solution.
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