BERNTZEN_TakeActionPanel110207

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Lasse Berntzen, Professor of Vestfold University College, Norway, expert in e-government, e-democracy and online petitions

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BERNTZEN_TakeActionPanel110207

  1. 1. E-CAMPAIGNS AREHERE, NOW!LASSE BERNTZENASSOCIATE PROFESSORVESTFOLD UNIVERSITY COLLEGENORWAYLASSE.BERNTZEN@HIVE.NO
  2. 2. CAMPAIGNSPolitical campaigns try toobtain a certain result byinfluencing the public orpoliticians Campaigns Political campaigns
  3. 3. CAMPAIGNSBottom up (Initiated by the public) • Grassroot campaigns • Campaigns by organizations / groupsTop down (Initiated by politicians) • Election campaigns • Campaigns to get support for a cause
  4. 4. STEPS IN UTILIZINGSOCIAL MEDIA
  5. 5. INTERRELATIONSSHIPNo social media campaign lives its own life!The interrelationship of traditional media and social mediaResult is often upward spiral
  6. 6. BLOG PROJECTMunicipal elections 2007Context: Revitalization of democracy through directly electedmayorsVestfold county: 5 municipalities was selected asparticipants32 candidates for five mayor positions
  7. 7. BLOG PROJECTThis shows how multiple channels were created by using RSS aggregation
  8. 8. BLOG PROJECT31 out of 32 candidates used blogs395 articles during the pre-election period153 comments from readers (strict rules!)4261 unique IP addresses75000 page accesses to individual blogs25000 page accesses to summaries
  9. 9. POLITICIANSMore than individuals..Politicians have embraced the internetObama campaign, fundraisingNorwegian prime ministerWhat they use: • Blogs • Facebook • Twitter • YouTube
  10. 10. PRIME MINISTER ONFACEBOOK
  11. 11. OPPOSITION LEADERON FACEBOOK
  12. 12. ALSO ON LOCALLEVEL
  13. 13. SET MARIA AMELIEFREEThe case of Maria Amelie, 25 years oldIllegal immigrantCame to Norway when 15 years oldFinished her M.Sc. Degree in NorwayExpelled by the Norwegian Government
  14. 14. SET MARIA AMELIEFREE
  15. 15. SET MARIA AMELIEFREEFacebookMore than 60.000 «likes» in two daysMore than 90.000 «likes» in one week
  16. 16. SET MARIA AMELIEFREEShe was sent back to Russia,But government was pressured into changing the rulesShe is now arranging documents to get ready for applying fora work permit in Norway.Gave a lot of focus on how illegal immigrants are treated
  17. 17. OBSERVATIONSBackground information, fact findingReal time updates • «She is now put in the police car» • «Watch TV2 now»Mobilization for other activities • Demonstrations • Amnesty online campaign • RecurringNew phenomen: Like, comment, unlikeUpward spiral effect

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