Twitter in the 2013 Australian Election
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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.

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

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  • 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. 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. AUSTRALIAN POLITICIANS ON TWITTER (data to June 2013)
  • 4. @TONYABBOTTMHR’S FAKE FOLLOWERS (11/12 Aug. 2013)
  • 5. @MENTIONS OF LEADERS (@REPLIES + RETWEETS) TV debates Abbott ‘sex appeal’ comments Labor campaign ‘launch’
  • 6. RETWEETS OF LEADERS
  • 7. @MENTIONS OF LEADERS
  • 8. @MENTIONS OF PARTY CANDIDATES (@KRUDDMP AND @TONYABBOTTMHR REMOVED)
  • 9. @MENTIONS
  • 10. RETWEETS (ALL USERS) Liberals Labor Pirates WikiLeaks Greens Palmer Katter + Nationals
  • 11. @MENTIONS BETWEEN POLITICIANS
  • 12. RETWEETS BETWEEN POLITICIANS
  • 13. TWEETS BY LEADERS
  • 14. TWEETS BY PARTY CANDIDATES
  • 15. TWEETS BY LOCAL CANDIDATES
  • 16. @MENTIONS OF LOCAL CANDIDATES
  • 17. @MENTIONS (ELECTION DAY)
  • 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. GERMANY
  • 20. @MENTIONS OF LEADERS (@KRuddMP: 172,000 @mentions)
  • 21. @MENTIONS OF PARTY CANDIDATES (ALP: 321,000 @mentions)
  • 22. TWEETS BY PARTY CANDIDATES (ALP: 16,600 tweets)
  • 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. http://mappingonlinepublics.net/ @snurb_dot_info @jeanburgess @timhighfield @dpwoodford @tsadkowsky @quods @socialmediaQUT http://socialmedia.qut.edu.au/