The paper takes a neo-institutionalist perspective on the relationship between new (social) media and political parties. It is argued that one of the most challenging developments for political parties is the changing media environment, especially the arrival of new media and their impact on political communication. From the neo-institutionalist perspective the new media are regarded as institutions in the environment of parties. In search for legitimacy parties adopt to these institutions despite their specific organizational characteristics or the actual benefit. The adoption of new media by parties is an interesting case for research because the "logic" of new media not only conflicts with parties’ (hierarchical) formal organization, but also because the adoption is controversial within parties. Using a mixed-method approach the core question posed is what are the driving forces and party actors in this process and what are the effects on the German political parties as organizations.
