This article analyses the use of social media by both candidates and citizens in the 2011 Finnish parliamentary election campaign. Utilizing data on the candidates’ use of various social media sites, survey data from the 2011 Finnish election study, and survey data from a Finnish panel, the analyses reveal that the significance of social media was generally modest in the election campaign. The findings show that although candidates did use social media extensively, the on-line electoral patterns were found to be mostly normalized. The citizens’ use of social media in the campaign was also very low and its impact on their voting decision even smaller. However, the irrelevance of political interest in explaining extensive social media use, found in the analyses, break established patterns explaining political participation.

No abstract

In today's society, we can easily connect with people who share our ideas and interests. A problem with this development is that political reasoning in like-minded groups easily becomes lop-sided since there is little reason to critically examine information that everyone seems to agree with. Hence, there is a tendency for groups to become more extreme than the initial inclination of its members. We designed an experiment to test whether introducing deliberative norms in like-minded discussions can alleviate such group polarization. Based on their attitudes toward a linguistic minority, participants were divided into a positive and a negative opinion enclave. Within the two enclaves, the participants were randomly assigned to group discussions either with or without deliberative norms. Both face-to-face and online discussions were arranged. We found that free discussion without rules led to group polarization in like-minded groups, whereas polarization could be avoided in groups with deliberative norms.

This article examines the campaign websites of the 2003 Finnish parliamentary candidates. By examining candidate-level online competition in the candidate-centred Finnish context, individual-level variables are brought to attention in explaining website uptake and how campaign sites are used by candidates in terms of functions and sophistication. The findings show that the distribution of the candidates' web presence was skewed towards an over-representation of major party candidates. Moreover, in predicting candidate website functions and sophistication, belonging to a major party was a strong predictor. Candidate competitiveness and incumbency were also found to be significant predictors. Nevertheless, the findings in the article indicate that the relevance of these political factors may be less significant than other factors, for example genre effects, in explaining candidate website content and presentation.