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Noguera Blogtalk 2008


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Noguera Blogtalk 2008

  1. 1. The impact of Politics 2.0 in Spanish social media: Tracking conversations around audiovisual political wars JM Noguera Bea Correyero UCAM, Spain
  2. 2. Introduction 2004 - 2005 2007 “ Blog” is year´s word according Merriam-Webster Dictionary (2004). The next year there is a clear expansion of the phenomenon Video´s year
  3. 3. Objectives <ul><ul><li> Explain the candidates’ use of technology and how much, or little, they are achieving online </li></ul></ul><ul><ul><li> Analyse the impact of the videos produced by the parties on Youtube </li></ul></ul><ul><ul><li>Track the way of travelling that realize this political videos around the blogs </li></ul></ul><ul><ul><li>Explain these “tours” around the Blogosphere trying to find “tipping points” ( Do the big nodes import in the social networks? ) </li></ul></ul>
  4. 4. The context <ul><li>Spanish pre-electoral campaign </li></ul><ul><li>for the elections 9th March 2008 </li></ul><ul><ul><li>(2007) Spanish parties starting to use video on their pages or on YouTube, </li></ul></ul><ul><ul><ul><li>to create states of opinion </li></ul></ul></ul><ul><ul><ul><li>- to gain and maintain political and media attention </li></ul></ul></ul><ul><ul><ul><li>- to fight against political apathy of the citizens expressed especially in the low indexes of electoral participation  Entertainment </li></ul></ul></ul><ul><ul><li>What is the social impact of this phenomenon through the analysis of the blog discussion related to these videos </li></ul></ul>
  5. 5. Spanish political apathy Source: Special EUROBAROMETER 282. SCIENTIFIC RESEARCH IN THE MEDIA. December 2007
  6. 6. Features ot Modern Political Campaigns Videocracy Videopolitic Buzz Marketing Permanent Campaign
  7. 7. Electoral Campaign in Spain <ul><li>- Political Spanish parties have taken as a starting point: </li></ul><ul><ul><li>- United States presidential elections, 2008 </li></ul></ul><ul><ul><li>- Recent presidential elections in Europe (UK and France) </li></ul></ul><ul><ul><li>- Use of the new technologies in the electoral strategies </li></ul></ul><ul><ul><li>- Campaigns demonstrate a clear consensus that the rise of Web 2.0 tools offers the chance to engage interested citizens </li></ul></ul><ul><ul><li>- Crowdsourcing </li></ul></ul>
  8. 8. PP’s electoral campaign and use of technology Motives for believing <ul><ul><li>Since June 14, 2006 </li></ul></ul><ul><ul><li>Videos Watched: 368 </li></ul></ul><ul><ul><li>Subscribers: 1,135 </li></ul></ul><ul><ul><li>Channel Views: 75,017 </li></ul></ul><ul><ul><li>Vídeo presentation </li></ul></ul><ul><ul><ul><li>- When he speech says something </li></ul></ul></ul><ul><ul><ul><li>- Defends his adversaries </li></ul></ul></ul><ul><ul><ul><li>. No generates tension </li></ul></ul></ul><ul><ul><ul><li>- Recognizes his errors </li></ul></ul></ul>
  9. 9. PSOE’s electoral campaign and use of technology With rajoy is possible <ul><li>Since September 02, 2006. </li></ul><ul><li>Videos Watched: 589 </li></ul><ul><li>Subscribers: 1,196 </li></ul><ul><li>Channel Views: 133,607 </li></ul><ul><ul><li>With Rajoy is possible: </li></ul></ul><ul><ul><ul><li>- To come in order month </li></ul></ul></ul><ul><ul><ul><li>- Lower the taxes </li></ul></ul></ul><ul><ul><ul><li>- Eliminate the digital canon </li></ul></ul></ul>
  10. 10. IU’s electoral campaign and use of technology I have an answer for you Since: June 26, 2006 Videos watches: 15 Subscribers: 223
  11. 11. The context: The Ubiquitous Campaign 2.0 Zapatero 2008
  12. 12. The context: Mass Media and Electoral Campaign Webs to report of the details of the elections Humor
  13. 13. Why this video´s war <ul><li>- The video format opens the door for originality and spontaneity Yes we can </li></ul><ul><li>- Visual images can be more powerful than words </li></ul><ul><ul><li>The videos have the potential to elicit emotional responses from the candidates and frame the election in new ways </li></ul></ul><ul><li>- Candidates had to heard people talking to each other and to the campaigns </li></ul><ul><li>- Videos can be uploaded, distributed and edited by anyone online </li></ul>
  14. 14. Methodology <ul><li>Track the most watched videos of each political party on Youtube </li></ul><ul><li>(At same time) </li></ul><ul><li>Track the most relevant Spanish political blogs according several rankings </li></ul><ul><li>Get tagclouds of contents in these blogs </li></ul><ul><li>Get the average of Technorati reactions of each political video in first weeks </li></ul><ul><li>Get the average of Technorati authority in reactions of each video </li></ul><ul><li>Track the influence of important Spanish political blogs in the graphics </li></ul><ul><li>Is there any visible influence? </li></ul>
  15. 15. Methodology. Sample of blogs and tagclouds: <ul><li>Alianzo, Wikio, 86400 and Compareblogs are the selected rankings </li></ul><ul><li>Blogs of politicians (Alianzo), RSS subscribers (Compareblogs), users and journalists </li></ul><ul><li>The presence of PP politicians in rankings top is normally less than 10% </li></ul><ul><li>Finally, 15 blogs selected. 10 of politicians and 5 of users/journalists: </li></ul>Escolar (Technorati: value 1.701, position 970) Periodistas21 (Technorati: value 611, position 5.892) NetoRatón 2.0 (Technorati: value 367, position 12.629) Guerra Eterna (Technorati: value 337, position 14.381) La Huella Digital (Technorati: value 312, position 15.935) Tagclouds as a little proposal of content analysis: (ZoomClouds) Examples: US Presidential Speeches
  16. 16. General context: The need to track the demand of information in an age of excess of information and producers From general to particular items (Party / Politicians / Videos / Blogs…):
  17. 17. General context: The need to track the demand of information in an age of excess of information and producers From general to particular items (Party / Politicians / Videos / Blogs…) Also we have metaphors trying show us “tours of information”: “ The Life Cycle of a Blog Post…”, Wired
  18. 18. Technorati reactions
  19. 19. Technorati authority There is no an increase after the appearance of the bigger authorities
  20. 20. Reactions and Authority The moments with more reactions do not come after the appearances with more authority
  21. 21. Technorati reactions
  22. 22. Technorati authority The bigger falls come after the bigger tops. There is no regularity and there is no constant increase of authority
  23. 23. Reactions and Authority The moments with more reactions do not come after the appearances with more authority
  24. 24. General conclusions <ul><li>Spanish electoral campaing imitate don’t innovate </li></ul><ul><li>Interes in reporting on the strategies of campaign and his design phenomenon that is known as metacoverage </li></ul><ul><li>Through the videos, the party... </li></ul><ul><ul><li>- expresses it points of view, </li></ul></ul><ul><ul><li>- exhibit it proposals and especially, </li></ul></ul><ul><ul><li>- discredits the political adversaries </li></ul></ul><ul><li>Parties keep desing campaigns thinking in traditional mass media </li></ul><ul><ul><li>Generate the necessary polemic so that the video was turning into news and jump to the informative programs </li></ul></ul><ul><li>The campaign 2.0 is not about talk each other or using technology or a nice video in Youtube, it is a question of a fundamental change in the tone and the character of the political conversation </li></ul><ul><li>The most effective way to pitch an idea is ... mass marketing </li></ul>
  25. 25. Conclusions related to Blogosphere and social networks <ul><li>The travel of videos in Blogosphere is more related to power of nets than the power of rankings </li></ul><ul><li>Presence of important nodes (according to “authority”) are not relevant in the online conversation </li></ul><ul><li>Big nodes (rankings) are an echo, not a reason of visibility </li></ul><ul><li>Do we really have political “tipping points” in the Spanish Blogosphere? May be NO. </li></ul><ul><li>We overvalue the influence of the big nodes related to WHAT and WHEN about the messages </li></ul><ul><li>The power is in the interconnected clusters </li></ul>Feevy´s map of Blogosphere VS Tyranny of rankings (“sea of flowers” –De Ugarte-)