Gerda Füricht-­Fiegl: Politische Kommunikation bei Wahlkämpfen zum Europäischen Parlament
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Gerda Füricht-­Fiegl: Politische Kommunikation bei Wahlkämpfen zum Europäischen Parlament

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#CeDEM13 Day3, PhD Colloquium, SE 3.5, Chair: Peter Parycek, Christina Hainzl

#CeDEM13 Day3, PhD Colloquium, SE 3.5, Chair: Peter Parycek, Christina Hainzl

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  • 1. PhD  Colloquium  CeDEM  2013  Political communication in election campaigns forthe European Parliament  Comparison  na8onal  elec8on  campaigns  in  Austria  with  the  campaign  for  the  European  Parliament      focus  today:  Social  Media  in  elec2on  campaigns  using  the  example  of  regional  elec2ons  in  Lower  Austria  2013      Gerda  Füricht-­‐Fiegl,  MSc  24th  May  2013,  Donau-­‐Universität  Krems  1  
  • 2. Mo2va2on    •  Disserta2on  at  the  Andrássy  University  Budapest  within    the  program  „future  of  democracies  in  EU-­‐rope“  in    coopera2on  with  netPOL  •  Time:  February  2013  –  February  2016  •  Frame  for  the  topic:  •  Na2onal  elec2ons  in  Austria    –  September  2013  •  Elec2ons  European  Parliament  (EP)  –  May  2014  2  
  • 3. Star2ng  posi2on  •  Elec2on  campaigns  for  the  EP  are  seen  as  „elec2ons  of    second  choice“-­‐  poten2al  reasons  •  Low  interest  on  EU  topics  within  the  popula2on  •  Less  prominent  poli2cians  •  Low  interest  of  the  par2es  thereselves  -­‐>  argumenta2on  in  circle:  Massmedia,  par2es,  voters  -­‐>  the  key:  Involvment    -­‐  European  public  •  Chance  of  crises  –  further  EU-­‐integra2on?  •  New  „rules“  aer  treaty  of  lissbon  3  
  • 4. Research  ques2on  „Which  mechanism  of  poli8cal  communica8on  at  na8onal  elec8on  campaigns  –  using  the  example  of  na8onal  elec8ons  in  Austria  –  are  applicable  for  elec8on  campaigns  for  the  European  Parliament  and  which  mechanism  are  just  used  on  a  European  level?“  Subques2on:    „Are  cross-­‐na2onal  lists  of  candidates  a  perspec2ve  in  poli2cal  communica2on?“  4  
  • 5. Fields  of  theory  •  European  Public    •  Advanced  Europeaniza2on  in  terms  of  economy    -­‐  less  concerning  European  Public    •  reasons  and  consequences  for    EU-­‐communica2on  •  Elec2on  research    •  Michigan  School  –  social  pscychological  iden2fica2on    approach  –  focusing  on  individuum  and  personal  decision  •  Poli8cal  Communica8on  –  focus  elec8on  campaigns        5  
  • 6. Poli2cal  Communica2on  at  elec2on  campaigns  •   Poli2cal  campaigns  –  in  comparison  to  PR-­‐campaigns  •   e.g.  Aims,  Strategies,  Targe2ng,  Messaging  •   Role  of  massmedia  •   Rela2onship  Media  –  Poli2cs  •   Journalist  as  a  Gatekeeper  –  Posi2on  is  changing?  •   Relevance  of  Social  Media  for  poli8cal  communica8on      in  general  and  specially  for  elec8on  campaigns    •   In  terms  of  EU-­‐level  •   Na2onal  or  regional  level      6  
  • 7. Example:  Social  media  (SOM)  at  a  regional  elec2on  campaign  Elec2on  campaign  for  the  regional  elec2on  in  Lower  Austria  (Niederösterreichische  Landtagswahlen)  on  3rd  March  2013  •   Ques8ons  •   Do  par2es  use  Social  Media  for  their  elec2on  campaign?  •   Which  Social  Media  /  channels  are  used  mainly?  •   How  do  they  use  the  Social  Media?  •   Details  •   Time:  15.2.2013  (=  official  beginning  of  campaign  from  ÖVP    and  Team  Stronach)  2ll  3.3.2013  (elec2on  day)  •   Analysed  par2es:  ÖVP,  SPÖ,  FPÖ,  Grüne,  Team  Stronach  •   Analysed  channels:  homepages,  facebook,  twiner,  flickr  7  
  • 8. criteria   ÖVP   SPÖ   FPÖ   Grüne   Team  Stronach  Using  SOM   x   x   Not  on  a  regional  level  x   x  Channels   all*   all   Only  Homepage  on  a  reg.  Level  all   all  Likes  on  f  (27.2.)  9.200   2.825   -­‐   577   8.198  Specials  just  in  SOM  Erwinize  me  Reime  für  Erwin  -­‐   -­‐   -­‐   Best  of  Frank  Personal-­‐isa2on  x  –  Pröll  campaign  x   -­‐   x   X  (Frank  Stronach)  8  *all  means:  homepages,  f,  twiner,  flickr    
  • 9. Method  for  the  disserta2on  1.  Theory  2.  Secondary  analysis  3.  Qualita2ve  Research  –  Interviews  with  experts  4.  Quan2ta2ve  Research  –  telephone  survey  9  
  • 10. Research  Qualita8ve  research  –  Interviews  with  experts  •  Interviewpartners  •  Elec2on  campaign  manager  +  external  communica2on  experts  for  the  na2onal  campaign  as  well  as  the  EU-­‐campaign  •  Poli2cians:  Austrian  MEP´s  +  Austrian  Poli2cians  Quan8ta8ve  research  –  telephone  survey  •  Telephone  survey  with  500  or  1.000  voters  in  Austria  •  Coopera2ons  need  to  be  checked      10  
  • 11.  Donau-­‐Universität  Krems:  +43  2732  893  2334  gerda.fuericht-­‐fiegl@donau-­‐uni.ac.at    Gerda  Füricht-­‐Fiegl,  MSc  Thank  you