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Noguera Blogtalk 2008

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Noguera Blogtalk 2008 Noguera Blogtalk 2008 Presentation Transcript

  • The impact of Politics 2.0 in Spanish social media: Tracking conversations around audiovisual political wars JM Noguera Bea Correyero UCAM, Spain
  • Introduction 2004 - 2005 2007 “ Blog” is year´s word according Merriam-Webster Dictionary (2004). The next year there is a clear expansion of the phenomenon Video´s year
  • Objectives
      •  Explain the candidates’ use of technology and how much, or little, they are achieving online
      •  Analyse the impact of the videos produced by the parties on Youtube
      • Track the way of travelling that realize this political videos around the blogs
      • Explain these “tours” around the Blogosphere trying to find “tipping points” ( Do the big nodes import in the social networks? )
  • The context
    • Spanish pre-electoral campaign
    • for the elections 9th March 2008
      • (2007) Spanish parties starting to use video on their pages or on YouTube,
        • to create states of opinion
        • - to gain and maintain political and media attention
        • - to fight against political apathy of the citizens expressed especially in the low indexes of electoral participation  Entertainment
      • What is the social impact of this phenomenon through the analysis of the blog discussion related to these videos
  • Spanish political apathy Source: Special EUROBAROMETER 282. SCIENTIFIC RESEARCH IN THE MEDIA. December 2007
  • Features ot Modern Political Campaigns Videocracy Videopolitic Buzz Marketing Permanent Campaign
  • Electoral Campaign in Spain
    • - Political Spanish parties have taken as a starting point:
      • - United States presidential elections, 2008
      • - Recent presidential elections in Europe (UK and France)
      • - Use of the new technologies in the electoral strategies
      • - Campaigns demonstrate a clear consensus that the rise of Web 2.0 tools offers the chance to engage interested citizens
      • - Crowdsourcing
  • PP’s electoral campaign and use of technology Motives for believing
      • Since June 14, 2006
      • Videos Watched: 368
      • Subscribers: 1,135
      • Channel Views: 75,017
      • Vídeo presentation
        • - When he speech says something
        • - Defends his adversaries
        • . No generates tension
        • - Recognizes his errors
  • PSOE’s electoral campaign and use of technology With rajoy is possible
    • Since September 02, 2006.
    • Videos Watched: 589
    • Subscribers: 1,196
    • Channel Views: 133,607
      • With Rajoy is possible:
        • - To come in order month
        • - Lower the taxes
        • - Eliminate the digital canon
  • IU’s electoral campaign and use of technology I have an answer for you Since: June 26, 2006 Videos watches: 15 Subscribers: 223
  • The context: The Ubiquitous Campaign 2.0 Zapatero 2008
  • The context: Mass Media and Electoral Campaign Webs to report of the details of the elections Humor
  • Why this video´s war
    • - The video format opens the door for originality and spontaneity Yes we can
    • - Visual images can be more powerful than words
      • The videos have the potential to elicit emotional responses from the candidates and frame the election in new ways
    • - Candidates had to heard people talking to each other and to the campaigns
    • - Videos can be uploaded, distributed and edited by anyone online
  • Methodology
    • Track the most watched videos of each political party on Youtube
    • (At same time)
    • Track the most relevant Spanish political blogs according several rankings
    • Get tagclouds of contents in these blogs
    • Get the average of Technorati reactions of each political video in first weeks
    • Get the average of Technorati authority in reactions of each video
    • Track the influence of important Spanish political blogs in the graphics
    • Is there any visible influence?
  • Methodology. Sample of blogs and tagclouds:
    • Alianzo, Wikio, 86400 and Compareblogs are the selected rankings
    • Blogs of politicians (Alianzo), RSS subscribers (Compareblogs), users and journalists
    • The presence of PP politicians in rankings top is normally less than 10%
    • Finally, 15 blogs selected. 10 of politicians and 5 of users/journalists:
    Escolar (Technorati: value 1.701, position 970) Periodistas21 (Technorati: value 611, position 5.892) NetoRatón 2.0 (Technorati: value 367, position 12.629) Guerra Eterna (Technorati: value 337, position 14.381) La Huella Digital (Technorati: value 312, position 15.935) Tagclouds as a little proposal of content analysis: (ZoomClouds) Examples: US Presidential Speeches http://chir.ag/phernalia/preztags/
  • General context: The need to track the demand of information in an age of excess of information and producers From general to particular items (Party / Politicians / Videos / Blogs…):
  • General context: The need to track the demand of information in an age of excess of information and producers From general to particular items (Party / Politicians / Videos / Blogs…) Also we have metaphors trying show us “tours of information”: “ The Life Cycle of a Blog Post…”, Wired
  • Technorati reactions
  • Technorati authority There is no an increase after the appearance of the bigger authorities
  • Reactions and Authority The moments with more reactions do not come after the appearances with more authority
  • Technorati reactions
  • Technorati authority The bigger falls come after the bigger tops. There is no regularity and there is no constant increase of authority
  • Reactions and Authority The moments with more reactions do not come after the appearances with more authority
  • General conclusions
    • Spanish electoral campaing imitate don’t innovate
    • Interes in reporting on the strategies of campaign and his design phenomenon that is known as metacoverage
    • Through the videos, the party...
      • - expresses it points of view,
      • - exhibit it proposals and especially,
      • - discredits the political adversaries
    • Parties keep desing campaigns thinking in traditional mass media
      • Generate the necessary polemic so that the video was turning into news and jump to the informative programs
    • The campaign 2.0 is not about talk each other or using technology or a nice video in Youtube, it is a question of a fundamental change in the tone and the character of the political conversation
    • The most effective way to pitch an idea is ... mass marketing
  • Conclusions related to Blogosphere and social networks
    • The travel of videos in Blogosphere is more related to power of nets than the power of rankings
    • Presence of important nodes (according to “authority”) are not relevant in the online conversation
    • Big nodes (rankings) are an echo, not a reason of visibility
    • Do we really have political “tipping points” in the Spanish Blogosphere? May be NO.
    • We overvalue the influence of the big nodes related to WHAT and WHEN about the messages
    • The power is in the interconnected clusters
    Feevy´s map of Blogosphere VS Tyranny of rankings (“sea of flowers” –De Ugarte-)