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PhD Colloquium CeDEM 2013
Political communication in election campaigns for
the European Parliament
Comparison na8onal elec8on campaigns in Austria with the campaign for the European Parliament
focus today: Social Media in elec2on campaigns using the
example of regional elec2ons in Lower Austria 2013
Gerda Füricht-‐Fiegl, MSc 24th May 2013, Donau-‐Universität Krems
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Mo2va2on
• Disserta2on at the Andrássy University Budapest within the program „future of democracies in EU-‐rope“ in coopera2on with netPOL
• Time: February 2013 – February 2016 • Frame for the topic:
• Na2onal elec2ons in Austria – September 2013 • Elec2ons European Parliament (EP) – May 2014
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Star2ng posi2on
• Elec2on campaigns for the EP are seen as „elec2ons of second choice“-‐ poten2al reasons • Low interest on EU topics within the popula2on • Less prominent poli2cians • Low interest of the par2es thereselves -‐> argumenta2on in circle: Massmedia, par2es, voters -‐> the key: Involvment -‐ European public
• Chance of crises – further EU-‐integra2on? • New „rules“ a\er treaty of lissbon
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Research ques2on
„Which mechanism of poli8cal communica8on at na8onal elec8on campaigns – using the example of na8onal elec8ons in Austria – are applicable for elec8on campaigns for the European Parliament and which mechanism are just used on a European level?“ Subques2on: „Are cross-‐na2onal lists of candidates a perspec2ve in poli2cal communica2on?“
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Fields of theory
• European Public • Advanced Europeaniza2on in terms of economy -‐ less
concerning European Public • reasons and consequences for EU-‐communica2on
• Elec2on research • Michigan School – social pscychological iden2fica2on
approach – focusing on individuum and personal decision
• Poli8cal Communica8on – focus elec8on campaigns
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Poli2cal Communica2on at elec2on campaigns • Poli2cal campaigns – in comparison to PR-‐campaigns
• e.g. Aims, Strategies, Targe2ng, Messaging • Role of massmedia
• Rela2onship Media – Poli2cs • Journalist as a Gatekeeper – Posi2on is changing?
• Relevance of Social Media for poli8cal communica8on in general and specially for elec8on campaigns
• In terms of EU-‐level • Na2onal or regional level
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Example: Social media (SOM) at a regional elec2on campaign Elec2on campaign for the regional elec2on in Lower Austria (Niederösterreichische Landtagswahlen) on 3rd March 2013 • Ques8ons • Do par2es use Social Media for their elec2on campaign? • Which Social Media / channels are used mainly? • How do they use the Social Media? • Details • Time: 15.2.2013 (= official beginning of campaign from ÖVP
and Team Stronach) 2ll 3.3.2013 (elec2on day) • Analysed par2es: ÖVP, SPÖ, FPÖ, Grüne, Team Stronach • Analysed channels: homepages, facebook, twiner, flickr
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criteria ÖVP SPÖ FPÖ Grüne Team Stronach
Using SOM x x Not on a regional level
x x
Channels all* all Only Homepage on a reg. Level
all all
Likes on f (27.2.)
9.200 2.825 -‐ 577 8.198
Specials just in SOM
Erwinize me Reime für Erwin
-‐ -‐ -‐ Best of Frank
Personal-‐isa2on
x – Pröll campaign
x -‐ x X (Frank Stronach)
8 *all means: homepages, f, twiner, flickr
Method for the disserta2on
1. Theory 2. Secondary analysis 3. Qualita2ve Research – Interviews with experts 4. Quan2ta2ve Research – telephone survey
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Research
Qualita8ve research – Interviews with experts • Interviewpartners
• Elec2on campaign manager + external communica2on experts for the na2onal campaign as well as the EU-‐campaign
• Poli2cians: Austrian MEP´s + Austrian Poli2cians
Quan8ta8ve research – telephone survey • Telephone survey with 500 or 1.000 voters in Austria • Coopera2ons need to be checked
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Donau-‐Universität Krems:
+43 2732 893 2334 gerda.fuericht-‐fiegl@donau-‐uni.ac.at
Gerda Füricht-‐Fiegl, MSc
Thank you