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PhD	  Colloquium	  CeDEM	  2013	  Political communication in election campaigns forthe European Parliament	  Comparison	  ...
Mo2va2on	  	  •  Disserta2on	  at	  the	  Andrássy	  University	  Budapest	  within	  	  the	  program	  „future	  of	  de...
Star2ng	  posi2on	  •  Elec2on	  campaigns	  for	  the	  EP	  are	  seen	  as	  „elec2ons	  of	  	  second	  choice“-­‐	  ...
Research	  ques2on	  „Which	  mechanism	  of	  poli8cal	  communica8on	  at	  na8onal	  elec8on	  campaigns	  –	  using	  ...
Fields	  of	  theory	  •  European	  Public	  	  •  Advanced	  Europeaniza2on	  in	  terms	  of	  economy	  	  -­‐	  less	...
Poli2cal	  Communica2on	  at	  elec2on	  campaigns	  • 	  Poli2cal	  campaigns	  –	  in	  comparison	  to	  PR-­‐campaigns...
Example:	  Social	  media	  (SOM)	  at	  a	  regional	  elec2on	  campaign	  Elec2on	  campaign	  for	  the	  regional	  e...
criteria	   ÖVP	   SPÖ	   FPÖ	   Grüne	   Team	  Stronach	  Using	  SOM	   x	   x	   Not	  on	  a	  regional	  level	  x	 ...
Method	  for	  the	  disserta2on	  1.  Theory	  2.  Secondary	  analysis	  3.  Qualita2ve	  Research	  –	  Interviews	  wi...
Research	  Qualita8ve	  research	  –	  Interviews	  with	  experts	  •  Interviewpartners	  •  Elec2on	  campaign	  manage...
 Donau-­‐Universität	  Krems:	  +43	  2732	  893	  2334	  gerda.fuericht-­‐fiegl@donau-­‐uni.ac.at	  	  Gerda	  Füricht-­‐F...
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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

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

  1. 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. 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. 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. 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. 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. 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. 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. 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. 9. Method  for  the  disserta2on  1.  Theory  2.  Secondary  analysis  3.  Qualita2ve  Research  –  Interviews  with  experts  4.  Quan2ta2ve  Research  –  telephone  survey  9  
  10. 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. 11.  Donau-­‐Universität  Krems:  +43  2732  893  2334  gerda.fuericht-­‐fiegl@donau-­‐uni.ac.at    Gerda  Füricht-­‐Fiegl,  MSc  Thank  you  
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