Poland's 2011 Online Election Campaign: New Tools, New Professionalism, New Ways to Win Votes.

Koc-Michalska, K., Lilleker, D., Surowiec, P. and Baranowski, P, 2014. Poland's 2011 Online Election Campaign: New Tools, New Professionalism, New Ways to Win Votes. Journal of Information Technology and Politics, 11 (2), 186 - 205.

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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.

Item Type:Article
ISSN:1933-1681
Uncontrolled Keywords:election campaigning; voting behavior; interactivity
Subjects:UNSPECIFIED
Group:Media School
ID Code:23492
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:04 May 2016 15:49
Last Modified:04 May 2016 15:49

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