Political mobilization
through socialmedia
Chris Aalberts
Maurits Kreijveld
Politicologenetmaal
www.chrisaalberts.nl
www.chrisaalberts.nl
Politicologenetmaal
Social strategy?
• Obama used social media in his campaign
• This campaign was a success
• Professional advice from the in...
Online campaigns
• Internet as a tool since ± 1998
• Web 2.0 as a tool since ± 2006
Some advantages for politicians
• Cont...
Some trends
• An enormous growth in internet access…
But many citizens still did not have access
• Political activities on...
New discourse
Claims about Web 2.0
• Web 2.0 renewed the internet
• Facts about Web 1.0 have become obsolete
• Everyone ha...
Mobilization in the US (1)
The Obama story
• Obama became a brand: ‘change’
• Obama created a movement of campaigners
• On...
Mobilization in the US (2)
Some results
• 750.000.000 dollar donations
• 13.000.000 email addresses
• 2.900.000 citizens r...
Mobilization in the Netherlands (1)
Question
• What is the role of online social networks for political
mobilization in th...
Mobilization in the Netherlands (2)
Some results
• Friends visit these pages less than once a year
• Friends do not have m...
A useful comparison? (1)
Similarities
• Mobilization of a ‘small’ group
• Social media have a rather vague role
Difference...
A useful comparison? (2)
• There will be correlations between these variables
• This correlation is the outcome of the sel...
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Politieke mobilisatie door sociale media

Presentatie bij het politicologenetmaal op 9 juni 2011 over de vraag of de Obama-campagne vergeleken kan worden met Nederlandse verkiezingscampagnes.
Published on: Mar 4, 2016
Published in: News & Politics      
Source: www.slideshare.net


Transcripts - Politieke mobilisatie door sociale media

  • 1. Political mobilization through socialmedia Chris Aalberts Maurits Kreijveld Politicologenetmaal www.chrisaalberts.nl
  • 2. www.chrisaalberts.nl Politicologenetmaal
  • 3. Social strategy? • Obama used social media in his campaign • This campaign was a success • Professional advice from the industry • Dutch politicians should adopt a similar strategy • Question: can we make this comparison? • And if so: what can we learn from it? www.chrisaalberts.nl Politicologenetmaal
  • 4. Online campaigns • Internet as a tool since ± 1998 • Web 2.0 as a tool since ± 2006 Some advantages for politicians • Control over media content • Costs of web sites • Better image: modern, human, etc. • Options for contact, feedback and mobilization www.chrisaalberts.nl Politicologenetmaal
  • 5. Some trends • An enormous growth in internet access… But many citizens still did not have access • Political activities online became more important But they were only carried out by small groups • Internet gave citizens many interactive options… But party websites were not interactive at all www.chrisaalberts.nl Politicologenetmaal
  • 6. New discourse Claims about Web 2.0 • Web 2.0 renewed the internet • Facts about Web 1.0 have become obsolete • Everyone has internet access now • Politics online has become a mass phenomenon • Politicians have learned how to use the internet • Mass mobilization has become an option www.chrisaalberts.nl Politicologenetmaal
  • 7. Mobilization in the US (1) The Obama story • Obama became a brand: ‘change’ • Obama created a movement of campaigners • Online tools were essential to realise this – Social networking – Incentives to become active – Interactive campaign • This campaign was the basis of his success www.chrisaalberts.nl Politicologenetmaal
  • 8. Mobilization in the US (2) Some results • 750.000.000 dollar donations • 13.000.000 email addresses • 2.900.000 citizens received sms messages • 200.000 local meetings • 35.000 online groups www.chrisaalberts.nl Politicologenetmaal
  • 9. Mobilization in the Netherlands (1) Question • What is the role of online social networks for political mobilization in the Netherlands? Method • Email interviews with ‘friends’ of politicians on the Dutch social network Hyves www.chrisaalberts.nl Politicologenetmaal
  • 10. Mobilization in the Netherlands (2) Some results • Friends visit these pages less than once a year • Friends do not have many opinions about these pages • Friends want to show their political preferences to their online network • Friends do not intend to become active at all • The only active members were active before • Mobilization seems very unlikely www.chrisaalberts.nl Politicologenetmaal
  • 11. A useful comparison? (1) Similarities • Mobilization of a ‘small’ group • Social media have a rather vague role Differences • Specific media content and media use • Political culture and history • Many factors and interactions www.chrisaalberts.nl Politicologenetmaal
  • 12. A useful comparison? (2) • There will be correlations between these variables • This correlation is the outcome of the selection of variables in the model • We can make many different comparisons • So what are these comparisons worth? www.chrisaalberts.nl Politicologenetmaal

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