From Networked Nominee to Networked Nation: Examining the Impact of Web 2.0 and Social Media on Political Participation and Civic Engagement in the 2008 Obama Campaign

Cogburn, Derrick L.; Espinoza-Vasquez, Fatima K.

doi:10.1080/15377857.2011.540224

Cited by 251 publications

(151 citation statements)

References 20 publications

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“…Las redes sociales irrumpieron con fuerza desde 2002 y muy pronto alcanzaron audiencias masivas: Fotolog (2002), LinkedIn (2003), MySpace (2003), Last.FM (2003), Hi5 (2003), Orkut (2004), Flickr (2004), Facebook (2004), YouTube (2005), Bebo (2005), Ning (2005) y Twitter (2006) (Pérez-Latre, Portilla y Sánchez Blanco, 2011: 64-65). El principal hito en el empleo de las redes sociales en política, propulsor de su uso en otros países, fue la campaña electoral de Obama en 2008, que le llevó hasta la presidencia de los Estados Unidos (Wattal, Schuff, Mandviwalla y Williams, 2010;Cogburn y Spinoza-Vásquez, 2011).…”

Section: Introducción: Twitter En La Comunicación Políticaunclassified

La campaña virtual en Twitter: análisis de las cuentas de Rajoy y de Rubalcaba en las elecciones generales de 2011

Ortega¹,

Azagra²

2014

Hist. Comun. Soc.

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Resumen:Twitter es la red social en Internet que mayor interés despierta para la comunicación política. Este artículo pretende llenar parcialmente la escasez de investigaciones sobre su empleo electoral en España con un estudio de las cuentas de los dos principales candidatos a la presidencia del Gobierno en 2011. Para ello se analizó cuantitativamente el contenido de cada uno de los 2.319 tweets publicados en ambas cuentas durante la campaña electoral con el objeto de conocer los temas de campaña, así como diversas características de los tweets en relación con su nivel de interactividad.Palabras clave: Twitter; comunicación política; campañas electorales. The virtual campaign: Analysis of the Twitter accounts of Rajoy and Rubalcaba in the 2011 Spanish general elections Abstract:Twitter is an online social networking service which has generated a special interest regarding political communication. This piece of research aims to offer one of the first studies about the use of Twitter in a Spanish electoral context through an analysis of the two main candidates' Twitter accounts during the 2011 general elections campaign. To that end a quantitative content analysis was applied to every tweets posted in both accounts (2,319 in total). The analysis focuses on identifying the campaign issues as well as knowing the level of interactivity.

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Section: Introducción: Twitter En La Comunicación Políticaunclassified

La campaña virtual en Twitter: análisis de las cuentas de Rajoy y de Rubalcaba en las elecciones generales de 2011

Ortega¹,

Azagra²

2014

Hist. Comun. Soc.

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“…Following the success of the 2008 Barack Obama campaign, which is broadly considered to have been the first to fully exploit the potential of the online environment and utilize social media, there has been a surge in adopting new media and especially social networking sites for electoral mobilization across the Western world (Lilleker & Jackson, 2010;Johnson & Perlmutter 2010;Cogburn & Espinoza-Vasquez, 2011). Despite the widespread turn towards "Web 2.0 campaigning" (Lilleker & Jackson, 2010;Gibson, 2013), bringing the parties the ability to bypass the editorial control of traditional news media organizations (Zittel, 2004) and significantly reduce campaign costs (Gueorguieva, 2008), parties have not abandoned the older tools and campaign techniques.…”

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confidence: 99%

Towards hypermedia campaigning? Perceptions of new media's importance for campaigning by party strategists in comparative perspective

Lilleker

Tenscher

Štětka

2014

Information, Communication & Society

105

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This paper analyses changing strategies of election campaign communication in a rapidly evolving media environment, characterized by the rise of digital communication channels and online social networks as new tools of political campaigning. Using an expert survey to campaign managers of sixty eight political parties within twelve European nations, representing both old and new EU member states, the study investigates the perceived importance of different types of communication platforms in meeting campaign objectives, especially with regards to differences between new and direct modes of campaigning in comparison to traditional campaign channels. The attributed significance to these various channels is then analysed against a range of variables on macro (country) level as well as meso (party) level. The results suggest that while some differences can be observed in regards to adoption of particular types of social media between individual parties as well as between new and old EU member states (e.g. Facebook is seen as more important in younger democracies), overall we can see a relatively high level of homogeneity in strategies for campaign communication in the sample. The data points to the embedding of new communication platforms within election campaign strategies across most nations and parties; this indicates that the move towards "hypermedia" campaign style, integrating both old and new campaign tools and communication platforms, is now becoming a standard feature of professional campaigning in Europe.

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“…Within a few years, however, these Utopian claims were being questioned by a second wave of more sceptical voices -"reinforcement" or "normalisation" theorists who argued that the Internet, far from revolutionising political communication and participation, simply reflected and reinforced existing patterns of offline behaviour. More recently, a new wave of optimism has begun to emerge, prompted largely by developments in the US, where, for example, Howard Dean's presidential candidacy campaign in 2004 (Hindman, 2005) and, in particular, Barack Obama's 2008 campaign (Cogburn and Espinoza-Vasquez, 2011) utilised new, more interactive Web 2.0 technologies to raise campaign funds and create networks of supporters and volunteers. Gibson and Ward (2009) provide a concise review of the key studies in the field and, in so doing, note that the literature has been dominated by "supply side" questions, where researchers have quantified the extent to which political actors have adopted online campaigning tools, or where they have conducted content analyses of campaign websites.…”

Section: Literature Reviewmentioning

confidence: 99%

Voters' information behaviour when using political actors' web sites during the 2011 Scottish Parliament election campaign

Baxter

Marcella

Chapman

et al. 2013

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Purpose – The purpose of this paper is to report the results of a study of voters' online behaviour conducted during the 2011 Scottish parliamentary election campaign. Design/methodology/approach – The study used an interactive, electronically-assisted interview method, where 64 citizens were observed and questioned while they searched for, browsed and used information on the web sites and social media sites of political parties and candidates standing for election to the Scottish Parliament. Findings – While online campaign sites were generally regarded as serving a useful purpose, as being easy to use and understand, relatively interesting and likely to be visited again, there was very little evidence in this study to indicate that they had any significant impact on voting behaviour during the 2011 Scottish campaign. Rather, the participants' comments suggest that more traditional information sources, particularly print and broadcast media, coupled with long-established campaign techniques, such as leaflet deliveries and door knocking, continue to be more influential in determining Scottish voters' democratic choices. Research limitations/implications – The paper presents results obtained from a sample of 64 citizens of North-east Scotland. As such, the authors would lay no claims to the results of the study being applicable outwith the Scottish setting. Practical implications – The findings have implications for those candidates successfully elected to the Scottish Parliament, who may have to significantly modify their information practices on entering parliament. The study also has implications for the broader, international, political and information research communities, as it has added to a rather sparse body of qualitative work on voters' online election information needs. The voter-centred methodological approach used in the study has the potential to be used or adopted more widely, to aid our understanding of the use and impact of online campaign tools. Originality/value – This study forms part of an ongoing series of investigations by the authors, which has examined the use of the internet by political parties and candidates during parliamentary election campaigns in Scotland. These are the only such studies which have looked specifically at the Scottish political arena. Internationally, most studies of users of online campaign resources have been largely quantitative in nature. The qualitative research discussed in this paper is, therefore, particularly timely and potentially significant.

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From Networked Nominee to Networked Nation: Examining the Impact of Web 2.0 and Social Media on Political Participation and Civic Engagement in the 2008 Obama Campaign

Cited by 251 publications

References 20 publications

La campaña virtual en Twitter: análisis de las cuentas de Rajoy y de Rubalcaba en las elecciones generales de 2011

La campaña virtual en Twitter: análisis de las cuentas de Rajoy y de Rubalcaba en las elecciones generales de 2011

Towards hypermedia campaigning? Perceptions of new media's importance for campaigning by party strategists in comparative perspective

Voters' information behaviour when using political actors' web sites during the 2011 Scottish Parliament election campaign

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