Usage of social media in  Italian local election        campaigns     DGI 2012 - Düsseldorf  Agnese Vardanega - University...
Italian local electionsDouble ballo             P reference system             t  s  Civic Lists                 Single ba...
Electoral systems                Major towns          Small towns       Provinces  Mayor /                Double ballot   ...
Different electoral systems and rules• Coalition candidates / single party candidates• Local / national alliances• Lessene...
Web 2.0 and Electoral Campaigns                            Institutions   Participation                   Organisations   ...
Personalisation of Communication • Personal characteristics of candidates • Electoral systems • Party size and internal or...
Interactivity                         Media InteractionHuman Interaction                             Technology   Relation...
Indicators    !8
Independent Variables          !9
Web Presence                          Provincial                                       Provinces     Other towns          ...
Social InteractivityNone       LowMedium     High                  !11
A Multiple Correspondence Analysis                !12
Associations (Test Values)                                                    Factor 2                                   F...
Associations (Test Values)   Social         Factor 1              Factor 2        Factor 3Interactivity   Constituency    ...
Summary• Digital Divide between Centre-North and  South• Electoral system• Political relevance of the vote (constituency)•...
Thank you!& thanks to lademocrazia.it team              !16
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Usage of Social Media in Italian Local Electoral Campaign

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presented at DGI Konferenz on 22 March - text at http://scr.bi/GY4nPR
"L'uso dei social media nelle elezioni amministrative italiane" - testo all'indirizzo http://scr.bi/GY4nPR

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  • Usage of Social Media in Italian Local Electoral Campaign

    1. Usage of social media in Italian local election campaigns DGI 2012 - Düsseldorf Agnese Vardanega - University of Teramo !1
    2. Italian local electionsDouble ballo P reference system t s Civic Lists Single ballots Single-member systemNational parties Local leaders !2
    3. Electoral systems Major towns Small towns Provinces Mayor / Double ballot Single ballot Double ballot President Majority - Majority - Single candidate Council Preference Preference system system systemDisjoint vote YES NO NO !3
    4. Different electoral systems and rules• Coalition candidates / single party candidates• Local / national alliances• Lessened role of national parties Diversification of web practices !4
    5. Web 2.0 and Electoral Campaigns Institutions Participation Organisations Social Actors Inequalities !5
    6. Personalisation of Communication • Personal characteristics of candidates • Electoral systems • Party size and internal organisation(Party) Control over Communication !6
    7. Interactivity Media InteractionHuman Interaction Technology Relationships Interactivity does not imply actual interaction, or real relationships !7
    8. Indicators !8
    9. Independent Variables !9
    10. Web Presence Provincial Provinces Other towns TOTAL Capitals % % % W% N % W% Personal 52.5 45.8 17.7 6.1 209 33.2 9.3 45.7 34.4 32.7 31.8 78 37.3 35.8Website Comments (n. 48) (n. 11) (n. 19) List / Party 22.9 15.3 20.4 18.4 130 20.7 18.6 Page 42.1 34.7 13.5 6.6 164 26.1 9.2Facebook Account 37.7 37.5 30.2 17.2 212 33.7 18.7 Group 32.3 12.5 10.5 8.2 116 18.4 9.5 19.7 16.7 2.7 0.4 65 10.3 1.7Twitter 63.6 91.7 88.9 64.0 47 72.3 68.3 Active (n. 28) (n. 11) (n. 8)Web Presence 91.5 81.9 59.3 38.8 461 73.3 42.6TOTAL 223 72 332 — 629 100.0 — !10
    11. Social InteractivityNone LowMedium High !11
    12. A Multiple Correspondence Analysis !12
    13. Associations (Test Values) Factor 2 Factor 1 Factor 3 Geographical Constituency Party Size areaWebsite Personal 13.60 20.89 15.77 List / Party -11.39 5.59 0.30 No 1.08 -18.38 -10.48 Yes 12.61 20.60 14.00Updated Website No 6.08 3.12 10.14 Page 10.34 18.06 7.97Facebook Account -3.93 10.58 10.51 No -3.23 -20.83 -14.28Facebook group Yes 2.15 2.47 8.17 Yes 9.39 11.63 10.41Twitter Inactive 5.21 3.12 3.29 No -10.73 -11.41 -10.49 !13
    14. Associations (Test Values) Social Factor 1 Factor 2 Factor 3Interactivity Constituency Geographical area Party Size 0 -3.00 -21.43 -15.47 1 -7.16 6.01 7.24 2 2.84 11.37 8.28 3 11.13 16.47 7.47 4 6.68 9.46 4.41 5 7.69 7.41 4.72 !14
    15. Summary• Digital Divide between Centre-North and South• Electoral system• Political relevance of the vote (constituency)• Two patterns of web presence !15
    16. Thank you!& thanks to lademocrazia.it team !16

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