Koc-Michalska, K., Lilleker, D.G., Surowiec, P. et al. (1 more author) (2014) Poland’s 2011 online election campaign: New tools, new professionalism, new ways to win votes. Journal of Information Technology & Politics, 11 (2). pp. 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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © Taylor & Francis Group, LLC. |
Keywords: | election campaigning; voting behavior; interactivity |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Department of Journalism Studies (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 07 Aug 2019 15:28 |
Last Modified: | 07 Aug 2019 15:28 |
Status: | Published |
Publisher: | Taylor & Francis |
Refereed: | Yes |
Identification Number: | 10.1080/19331681.2014.899176 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:148208 |