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

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

Vergeer, Maurice - Personal Name; Hermans, Liesbeth - Personal Name; Sams, Steven - Personal Name;

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.

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Series Title: Party Politics
Call Number: -
Publisher: Thousand Oaks : Sage Publications., 2013
Collation: -
Language: English
ISBN/ISSN: 1354-0688
Classification: -
Content Type: -
Media Type: -
Carrier Type: -
Edition: Volume 19 Nomor 3, 2013, p. 477-501
Subject(s): Elections
political campaigning
social networking
Specific Detail Info: -
Statement of Responsibility: -

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