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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.

Full text available as:

KKM et al - Poland 2011_authors' version.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.


DOI: 10.1080/19331681.2014.899176


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
Uncontrolled Keywords:election campaigning; voting behavior; interactivity
Group:Faculty of Media & Communication
ID Code:23492
Deposited By: Symplectic RT2
Deposited On:04 May 2016 15:49
Last Modified:14 Mar 2022 13:56


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