Please like me! Norwegian party leaders on Facebook during the 2013 elections
19
Please like me! Norwegian party leaders on Facebook during the 2013 elections Anders Olof Larsson Postdoctoral Fellow [email protected] andersoloflarsson.se Presentation at New trends in the public sphere? Second Åsgårdstrand Conference on Institutional Change. June 10-11, 2014
-
Upload
kristiania -
Category
Documents
-
view
2 -
download
0
Transcript of Please like me! Norwegian party leaders on Facebook during the 2013 elections
Please like me!Norwegian party leaders on Facebook during the 2013 elections!
Anders Olof Larsson Postdoctoral Fellow [email protected]!
Presentation at New trends in the public sphere? !Second Åsgårdstrand Conference on Institutional Change.!June 10-11, 2014!
http://www.firsttimeorangecounty.com/images/famous-debate-with-kennedy.jpg!
Politicians Online"- Hyped concepts all around!
- ”Third age of political communication” (Blumler and Kavanagh, 1999)!- ”Postmodern campaigning” (Farrell and Webb, 2000)!- ”New politics” (Calenda and Meijer, 2009)!
- Nevertheless, digital media provide unique opportunities for elected officials!
- But how often are they acted upon? And in what way?!- ”The Internet may have the potential to change the nature of […] politics,
but we doubt that it will” (Margolis, Resnick and Tu, 1996)!
- Influx of so-called social media!
http://mashable.com/2010/01/18/obamas-first-real-tweet/!
- How did the Norwegian party leaders make use of their Facebook presences during the 2013 ”short campaign”?
- What types of engagement (likes, shares, comments) did these
uses result in?!
Method"- Data collection!
- Netvizz!- ”Short Campaign” – Aug 1st – Sep 10th, 2013 (Sep 9th election day)!- Facebook Pages rather than Facebook Profiles!
- For ethical reasons!- For practical reasons!
- 548 posts!- Small N?!- Relevent time period!!
- Data analysis!- Content analysis – inter-coder reliability (Krippendorf’s α) = .81!- Main themes coded!- SPSS!
- Politicians providing content online -"
" Acknowledgements! Campaign Reports! Informing! Critique! Mobilization! Personal! Total"
Grande!
Hareide!
Jensen!
Lysbakken!
Marcussen!
Navarsete!
Nissen!
Solberg!
Stoltenberg!
Total"
" Acknowledgements! Campaign Reports! Informing! Critique! Mobilization! Personal! Total"
Grande!
Hareide!
Jensen!
Lysbakken!
Marcussen!
Navarsete!
Nissen!
Solberg!
Stoltenberg!
Total"
" Acknowledgements! Campaign Reports! Informing! Critique! Mobilization! Personal! Total"
Grande! 3.7 44.4 33.3 0 11.1 7.4 100
Hareide! 1.7 41.4 15.5 1.7 13.8 25.9 100
Jensen! 2.1 29.2 27.1 16.7 20.8 4.2 100
Lysbakken! 3.1 23.4 48.4 0 18.8 6.3 100
Marcussen! 3.3 50.0 6.7 6.7 23.3 10.0 100
Navarsete! 2.6 22.1 35.1 6.5 3.9 29.9 100
Nissen! 4.2 33.3 25.0 0 29.2 8.3 100
Solberg! 3.2 34.4 23.7 3.2 15.1 20.4 100
Stoltenberg! 2.4 58.3 12.6 0.8 11.8 14.2 100
Total" 2.7 38.5 24.6 3.6 14.4 16.1 100
" Acknowledgements! Campaign Reports! Informing! Critique! Mobilization! Personal! Total"
Grande! 3.7 44.4 33.3 0 11.1 7.4 100
Hareide! 1.7 41.4 15.5 1.7 13.8 25.9 100
Jensen! 2.1 29.2 27.1 16.7 20.8 4.2 100
Lysbakken! 3.1 23.4 48.4 0 18.8 6.3 100
Marcussen! 3.3 50.0 6.7 6.7 23.3 10.0 100
Navarsete! 2.6 22.1 35.1 6.5 3.9 29.9 100
Nissen! 4.2 33.3 25.0 0 29.2 8.3 100
Solberg! 3.2 34.4 23.7 3.2 15.1 20.4 100
Stoltenberg! 2.4 58.3 12.6 0.8 11.8 14.2 100
Total" 2.7 38.5 24.6 3.6 14.4 16.1 100
" Acknowledgements! Campaign Reports! Informing! Critique! Mobilization! Personal! Total"
Grande! 3.7 44.4 33.3 0 11.1 7.4 100
Hareide! 1.7 41.4 15.5 1.7 13.8 25.9 100
Jensen! 2.1 29.2 27.1 16.7 20.8 4.2 100
Lysbakken! 3.1 23.4 48.4 0 18.8 6.3 100
Marcussen! 3.3 50.0 6.7 6.7 23.3 10.0 100
Navarsete! 2.6 22.1 35.1 6.5 3.9 29.9 100
Nissen! 4.2 33.3 25.0 0 29.2 8.3 100
Solberg! 3.2 34.4 23.7 3.2 15.1 20.4 100
Stoltenberg! 2.4 58.3 12.6 0.8 11.8 14.2 100
Total" 2.7 38.5 24.6 3.6 14.4 16.1 100
- Popularity of party leaders – … in terms of likes, shares, comments!
- Popularity of themes –… in terms of likes, shares, comments"
Some concluding remarks"- Least employed themes appear as most popular!
- Impact on strategic communication in a professionalized political environment? (Strömbäck, 2007)!
- Attention-raising capabilities… intermedia spill-over-effects…!- From a normative democratic perspective?!!
- ’Liking’ compared to ’sharing’ and ’commenting’!- The capacity to ’go viral’ needs to be reassessed!- Less demanding forms of engagement appear as most common!- Presence of ”clicktivists” (Karpf, 2010) – ”Slacktivism” (Morozov, 2011)!
- Limitations!- What is actually being said in the comments made?!- Contexts of sharing et.c.!
