Twitter in the 2013
Australian Election
Prof. Axel Bruns
ARC Future Fellow
ARC Centre of Excellence for Creative Industrie...
BACKGROUND
• Research projects:
– ARC Discovery: New Media and Public Communication (QUT)
– NRC FRISAM: Impact of Social M...
AUSTRALIAN POLITICIANS ON TWITTER
(data to June 2013)
@TONYABBOTTMHR’S FAKE FOLLOWERS
(11/12 Aug. 2013)
@MENTIONS OF LEADERS (@REPLIES + RETWEETS)
TV debates
Abbott ‘sex appeal’
comments Labor campaign
‘launch’
RETWEETS OF LEADERS
@MENTIONS OF LEADERS
@MENTIONS OF PARTY CANDIDATES
(@KRUDDMP AND @TONYABBOTTMHR REMOVED)
@MENTIONS
RETWEETS (ALL USERS)
Liberals
Labor
Pirates
WikiLeaks
Greens
Palmer
Katter +
Nationals
@MENTIONS BETWEEN POLITICIANS
RETWEETS BETWEEN POLITICIANS
TWEETS BY LEADERS
TWEETS BY PARTY CANDIDATES
TWEETS BY LOCAL CANDIDATES
@MENTIONS OF LOCAL CANDIDATES
@MENTIONS (ELECTION DAY)
SOME FIRST CONCLUSIONS
• Campaigning styles:
– Liberal Party:
• ‘small target’ strategy (better to remain silent than to m...
GERMANY
@MENTIONS OF LEADERS
(@KRuddMP:
172,000 @mentions)
@MENTIONS OF PARTY CANDIDATES
(ALP: 321,000
@mentions)
TWEETS BY PARTY CANDIDATES
(ALP: 16,600
tweets)
THE HYPOMETERTM
• iOS app developed as functional prototype
to act as a ‘modern TV Guide’ for Australian
television
• Calc...
http://mappingonlinepublics.net/
@snurb_dot_info
@jeanburgess
@timhighfield
@dpwoodford
@tsadkowsky
@quods
@socialmediaQUT...
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Twitter in the 2013 Australian Election

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Paper presented at the 2014 Australia New Zealand Workshop on Campaign Management and Political Marketing, Sydney, 17-18 July 2014.

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Twitter in the 2013 Australian Election

  1. 1. Twitter in the 2013 Australian Election Prof. Axel Bruns ARC Future Fellow ARC Centre of Excellence for Creative Industries and Innovation Queensland University of Technology a.bruns@qut.edu.au – @snurb_dot_info – http://mappingonlinepublics.net/
  2. 2. BACKGROUND • Research projects: – ARC Discovery: New Media and Public Communication (QUT) – NRC FRISAM: Impact of Social Media on Agenda-Setting in Election Campaigns (QUT, UiO, UiB, Uppsala, CSU LB) – ATN-DAAD: Mapping Networked Politics (QUT, LMU) • Study design: – Comparative study of Twitter usage during Australian, Norwegian, German (and US) election – Tracking tweets from and at Twitter accounts of MPs and candidates before, during, and after election campaigns – Additional analysis of follower networks, national Twitterspheres, social media / mainstream media intersections, etc.
  3. 3. AUSTRALIAN POLITICIANS ON TWITTER (data to June 2013)
  4. 4. @TONYABBOTTMHR’S FAKE FOLLOWERS (11/12 Aug. 2013)
  5. 5. @MENTIONS OF LEADERS (@REPLIES + RETWEETS) TV debates Abbott ‘sex appeal’ comments Labor campaign ‘launch’
  6. 6. RETWEETS OF LEADERS
  7. 7. @MENTIONS OF LEADERS
  8. 8. @MENTIONS OF PARTY CANDIDATES (@KRUDDMP AND @TONYABBOTTMHR REMOVED)
  9. 9. @MENTIONS
  10. 10. RETWEETS (ALL USERS) Liberals Labor Pirates WikiLeaks Greens Palmer Katter + Nationals
  11. 11. @MENTIONS BETWEEN POLITICIANS
  12. 12. RETWEETS BETWEEN POLITICIANS
  13. 13. TWEETS BY LEADERS
  14. 14. TWEETS BY PARTY CANDIDATES
  15. 15. TWEETS BY LOCAL CANDIDATES
  16. 16. @MENTIONS OF LOCAL CANDIDATES
  17. 17. @MENTIONS (ELECTION DAY)
  18. 18. SOME FIRST CONCLUSIONS • Campaigning styles: – Liberal Party: • ‘small target’ strategy (better to remain silent than to make mistakes) • focus on leadership team to avoid negative perceptions of Abbott and gaffes by local candidates – Labor Party: • strong campaigns by many local candidates • lack of coordination across leadership team • Rudd surprising quiet on social media – Greens: • high levels of activity, especially from Milne – too much? • Public resonance: – discussion mainly about leaders, rather than engaging with / retweeting them – no partisan choices in @mentions of political candidates – strongly partisan selectivity in retweets of political candidates, few retweets overall – more @mentions of Labor candidates, especially on election night: encouraging?
  19. 19. GERMANY
  20. 20. @MENTIONS OF LEADERS (@KRuddMP: 172,000 @mentions)
  21. 21. @MENTIONS OF PARTY CANDIDATES (ALP: 321,000 @mentions)
  22. 22. TWEETS BY PARTY CANDIDATES (ALP: 16,600 tweets)
  23. 23. THE HYPOMETERTM • iOS app developed as functional prototype to act as a ‘modern TV Guide’ for Australian television • Calculates social media ‘hype’ via a proprietary algorithm which accounts for national and industry context • Ongoing evaluation of both hype figures and predictions vs. post-show TV ratings and social media engagement.  Application to measuring electorate engagement with political accounts?
  24. 24. http://mappingonlinepublics.net/ @snurb_dot_info @jeanburgess @timhighfield @dpwoodford @tsadkowsky @quods @socialmediaQUT http://socialmedia.qut.edu.au/
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