Poland's 2011 Online Election Campaign: New Tools, New Professionalism, New Ways to Win Votes
Authors: Koc-Michalska, K., Lilleker, D.G., Surowiec, P. and Baranowski, P.
Journal: Journal of Information Technology and Politics
Volume: 11
Issue: 2
Pages: 186-205
eISSN: 1933-169X
ISSN: 1933-1681
DOI: 10.1080/19331681.2014.899176
Abstract:This article analyzes the use of the online environment within the context of the Polish parliamentary election of 2011. Using traditional methods of content analysis, we find that parties tend to adhere to a professionalized model of campaigning, and adapting online tools to suit the objectives of the campaign. There also appears to be a recognition that their most likely visitors to these online presences would be converts, and so they attempt to mobilize supporters rather than convert browsers. New parties and candidates are more likely to target browsers, with the latter offering a more personalized experience to online visitors. Importantly, when analyzing the outcome of the contest, we find that being online matters for candidates when controlling for all other variables. Equally, the reach the candidate has, which may well influence their vote share, is dependent on offering a more personalized, representational image and having a frequently updated online presence that should encourage repeat visits. Cumulatively, we suggest the future of online campaigning must not only focus on having a presence, but on using it in a way that appeals to a range of visitors, encouraging repeat visits, and that this strategy could have a positive impact on election outcomes. © Taylor & Francis Group, LLC.
https://eprints.bournemouth.ac.uk/23492/
Source: Scopus
Preferred by: Darren Lilleker
Poland's 2011 online election campaign: new tools, new professionalism, new ways to win votes
Authors: Koc-Michalska, K., Lilleker, D.G., Surowiec, P. and Baranowski, P.
Journal: Journal of information technology and politics
Volume: 11
Issue: 2
Pages: 186-205
eISSN: 1933-169X
ISSN: 1933-1681
DOI: 10.1080/19331681.2014.899176
Abstract:This article analyzes the use of the online environment within the context of the Polish parliamentary election of 2011. Using traditional methods of content analysis, we find that parties tend to adhere to a professionalized model of campaigning, and adapting online tools to suit the objectives of the campaign. There also appears to be a recognition that their most likely visitors to these online presences would be converts, and so they attempt to mobilize supporters rather than convert browsers. New parties and candidates are more likely to target browsers, with the latter offering a more personalized experience to online visitors. Importantly, when analyzing the outcome of the contest, we find that being online matters for candidates when controlling for all other variables. Equally, the reach the candidate has, which may well influence their vote share, is dependent on offering a more personalized, representational image and having a frequently updated online presence that should encourage repeat visits. Cumulatively, we suggest the future of online campaigning must not only focus on having a presence, but on using it in a way that appeals to a range of visitors, encouraging repeat visits, and that this strategy could have a positive impact on election outcomes. © Taylor & Francis Group, LLC.
https://eprints.bournemouth.ac.uk/23492/
Source: Manual
Poland's 2011 Online Election Campaign: New Tools, New Professionalism, New Ways to Win Votes
Authors: Koc-Michalska, K., Lilleker, D., Surowiec, P. and Baranowski, P.
Journal: Journal of Information Technology and Politics
Volume: 11
Issue: 2
Pages: 186-205
ISSN: 1933-1681
Abstract:This article analyzes the use of the online environment within the context of the Polish parliamentary election of 2011. Using traditional methods of content analysis, we find that parties tend to adhere to a professionalized model of campaigning, and adapting online tools to suit the objectives of the campaign. There also appears to be a recognition that their most likely visitors to these online presences would be converts, and so they attempt to mobilize supporters rather than convert browsers. New parties and candidates are more likely to target browsers, with the latter offering a more personalized experience to online visitors. Importantly, when analyzing the outcome of the contest, we find that being online matters for candidates when controlling for all other variables. Equally, the reach the candidate has, which may well influence their vote share, is dependent on offering a more personalized, representational image and having a frequently updated online presence that should encourage repeat visits. Cumulatively, we suggest the future of online campaigning must not only focus on having a presence, but on using it in a way that appeals to a range of visitors, encouraging repeat visits, and that this strategy could have a positive impact on election outcomes. © Taylor & Francis Group, LLC.
https://eprints.bournemouth.ac.uk/23492/
Source: BURO EPrints