Online social networks and micro-blogging in political campaigning: The exploration of a new campaign tool and a new campaign style

Title
Online social networks and micro-blogging in political campaigning: The exploration of a new campaign tool and a new campaign style
Author(s)
마우리스버기어Liesbeth Hernams[Liesbeth Hernams]스티븐샘스
Keywords
GERMAN PARTY WEBSITES; NATIONAL ELECTIONS; PERSONAL VOTE; EUROPE; WEB; INCENTIVES; DEMOCRACY; TURNOUT
Issue Date
201305
Publisher
SAGE PUBLICATIONS LTD
Citation
PARTY POLITICS, v.19, no.3, pp.477 - 501
Abstract
This study explores how candidates running for the European Parliament (EP) in 2009 used micro-blogging and online social networks - in this case Twitter (www.twitter.com) in the early stage of its adoption - to communicate and connect with citizens. Micro-blogging in general, and Twitter in particular, is one of the new and popular Web 2.0 applications, yet there has been little research focusing on the use of Twitter by politicians. After reviewing different types of campaigning strategies and introducing a new and distinct strategy, this descriptive and exploratory study focuses on political candidates' use of micro-blogging and online social networking (i.e. Twitter) from a longitudinal, social network, and ideological perspective. The results clearly show that most candidates in 2009 still used Twitter reluctantly. Those who used Twitter did so predominantly for electoral campaigning and only sparingly for continuous campaigning. Candidates from progressive parties are the most active users of Twitter as a campaigning tool, whereas conservatives are virtually absent online. Although candidates' first degree networks are still relatively small and unconnected, their second degree networks are quite extensive. Candidates from parties in opposition have more extensive first degree networks than those from ruling parties. Candidates from fringe parties show small online networks.
URI
http://hdl.handle.net/YU.REPOSITORY/25898http://dx.doi.org/10.1177/1354068811407580
ISSN
1354-0688
Appears in Collections:
문과대학 > 언론정보학과 > Articles
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