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Political Communication Trends



   What can we learn from Greece and elsewhere
  Meeting with representatives of PUK at PASOK headquarters
                                             December 2011
                                         Alexandros Melidis
political communication systems in flux
media/journalists                       Political institutions/
                      Mediatization     advocates




                     Decentralization


                    Citizens/voters/
                    audiences
mediatization and its implications
•   Negotiations among politicians and the media. Mutual
    dependency (sources in exchange of publicity). Ballanced
    power relationship?
•    Central Control. media values shape agendas and
    coverage. News management & political marketing to regain
    loses in influence. The rise of spin doctors and the relative
    marginalization of activism and bottom up politics.
•   Opinionated journalism as a result to the influence of
    media experts and political consultants.
•   Civic disillusion as the public becomes well aware of the
    tactics being used
•   Strategic communication trade - offs. Politicians
    gradually become aware of the limitations of spin
decentralization trends


•   declined participation

•   loose political allegiances

•   Delegitimisation of institutional politics

•   political consumerism

•   the rise of the politics of protest

•   proliferation of web 2.0 communities
european MP trends


•   early adopters, young EMPs using social networking
    (facebook& twitter)

•   higher propensity to community building

•   MPs tend to focus on one platform. Twitter for community
    building. Facebook for frequent updates. However, individual
    patterns vary.

•   the more frequently they create content that makes their
    sites and profiles sticky, the more fans and followers they
    get and thus establish themselves as community leaders
web 2.0 in the local Italian elections
•   the positive effects of web 2.0 rest upon the wider social and
    political environment

•   offline inequalities (access, knowledge) affect online
    participation and engagement

•   In the 2010 regional elections web 2.0 campaigning was
    NOT integrated to the "traditional" campaign

•   A tendency to simply support the campaign without
    encouraging deliberative processes

•   Largely experimental character of the web 2.0 campaign.
    Various strategies tested. No solid know how.
The case of the Swedish Pirate Party

•   a single issue party with a concrete agenda: to reform
    copyright and patent law, end excessive surveillance, ensure
    freedom of speech
•   A strategy to capture media attention beyond the file-sharing
    community. Youth section (young pirates).
•   The Pirate Party got elected in the EU elections but failed to
    enter the Swedish Parliament
•   Will politics as usual alter Pirate Parties or will Pirate Parties
    manage to change politics?
Disintermediation or Re-Mediation: The case of
NichiVendola
•   Vendola, one of the most popular Italian politicians,
    employed a sophisticated fb strategy. He posted frequent
    updates from various sources of his activity that were
    especially crafted for fb.
•   The results were high average # of likes, comments and
    engagement despite the fact that he was not involved in two
    way dialogue
•   Moreover, a nation wide network of pro Vendola
    intermediaries emerged as a result of his fb activity
•   A digital repertoir of collective actions of talking &sharing is
    putting into practice
•   Organisational hybridity. Blluring the lines between formal
    and informal structures
Obama 2008 by the numbers




      source: Edelman
E-mail is still king…
“We believed in human being to human
being communication.”
                                 MarketingProfs Digital Marketing World Spring 2009


– David Plouffe, Obama’s campaign
                           Art of the Possible: Online Branding Strategies and Tactics
                  David Plouffe, BarackObama's 2008 Presidential Campaign Manager


manager
Exemplar use of video
Greek parties on Facebook

•   early analysis (2009) revealed that the PASOK facebook
    campaign was more effective than ND as it was more
    multidimensional and pluralistic
•   however, both parties fb pages were leader centered
•   Facebook is still largely seen as another top down medium
    mainly displaying 'official' content with some glimpses of
    friends comments
•    Greek parties social networking strategy resembles an inter
    medium web 1.5 model that is in between web 2.0 and web
    1.0. Parties are trying to reserve central control and combine
    it with some sporadic social networking strategies
email marketing tools & general
guidelines


   Weekly newsletter with news in and around the party
   Basic commentary. It provides officials and members
    with unified PASOK arguments and messages about
    the issues of the daily public agenda. See here:
    http://us1.campaign-
    archive.com/?u=d6a28a8ab45de3ba4f642baf6&id=1b5
    7889000
   An insightful email marketing platform,
    http://mailchimp.com
   Communication guide for candidates:
    http://bit.ly/sLhBDW
No recipe for success.

   Know your goals and resources
   Experiment! Try new strategies all the time
   Define what success means in an as measurable
    way as possible
   Measure and keep track of your results
   Consider what to change. Optimize all the time!
Sources
   Emiliana De Blasio, Matthew Hibberd, Michele
    Sorice (Eds) (2011). Leadership and New Trends in
    Political communication. Selected Papers. CMCS.
    Rome. Available here:
    http://mediaresearch.files.wordpress.com/2011/07/c
    mcswp_0311p3.pdf
   Edelman
   GeorgiosLappas, Alexandros
    Kleftodimos, ProdromosYannas. (2010). Greek
    Parties and the web 2.0. Available here:
    http://bit.ly/t7BmWp
Thank you!




              Alexandros Melidis
                    almel01 AT gmail.com
       http://almelidis.wordpress.com

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Political communication trends: What can we learn from Greece and elsewhere

  • 1. Political Communication Trends What can we learn from Greece and elsewhere Meeting with representatives of PUK at PASOK headquarters December 2011 Alexandros Melidis
  • 2. political communication systems in flux media/journalists Political institutions/ Mediatization advocates Decentralization Citizens/voters/ audiences
  • 3. mediatization and its implications • Negotiations among politicians and the media. Mutual dependency (sources in exchange of publicity). Ballanced power relationship? • Central Control. media values shape agendas and coverage. News management & political marketing to regain loses in influence. The rise of spin doctors and the relative marginalization of activism and bottom up politics. • Opinionated journalism as a result to the influence of media experts and political consultants. • Civic disillusion as the public becomes well aware of the tactics being used • Strategic communication trade - offs. Politicians gradually become aware of the limitations of spin
  • 4. decentralization trends • declined participation • loose political allegiances • Delegitimisation of institutional politics • political consumerism • the rise of the politics of protest • proliferation of web 2.0 communities
  • 5. european MP trends • early adopters, young EMPs using social networking (facebook& twitter) • higher propensity to community building • MPs tend to focus on one platform. Twitter for community building. Facebook for frequent updates. However, individual patterns vary. • the more frequently they create content that makes their sites and profiles sticky, the more fans and followers they get and thus establish themselves as community leaders
  • 6. web 2.0 in the local Italian elections • the positive effects of web 2.0 rest upon the wider social and political environment • offline inequalities (access, knowledge) affect online participation and engagement • In the 2010 regional elections web 2.0 campaigning was NOT integrated to the "traditional" campaign • A tendency to simply support the campaign without encouraging deliberative processes • Largely experimental character of the web 2.0 campaign. Various strategies tested. No solid know how.
  • 7. The case of the Swedish Pirate Party • a single issue party with a concrete agenda: to reform copyright and patent law, end excessive surveillance, ensure freedom of speech • A strategy to capture media attention beyond the file-sharing community. Youth section (young pirates). • The Pirate Party got elected in the EU elections but failed to enter the Swedish Parliament • Will politics as usual alter Pirate Parties or will Pirate Parties manage to change politics?
  • 8. Disintermediation or Re-Mediation: The case of NichiVendola • Vendola, one of the most popular Italian politicians, employed a sophisticated fb strategy. He posted frequent updates from various sources of his activity that were especially crafted for fb. • The results were high average # of likes, comments and engagement despite the fact that he was not involved in two way dialogue • Moreover, a nation wide network of pro Vendola intermediaries emerged as a result of his fb activity • A digital repertoir of collective actions of talking &sharing is putting into practice • Organisational hybridity. Blluring the lines between formal and informal structures
  • 9. Obama 2008 by the numbers source: Edelman
  • 10. E-mail is still king…
  • 11. “We believed in human being to human being communication.” MarketingProfs Digital Marketing World Spring 2009 – David Plouffe, Obama’s campaign Art of the Possible: Online Branding Strategies and Tactics David Plouffe, BarackObama's 2008 Presidential Campaign Manager manager
  • 13. Greek parties on Facebook • early analysis (2009) revealed that the PASOK facebook campaign was more effective than ND as it was more multidimensional and pluralistic • however, both parties fb pages were leader centered • Facebook is still largely seen as another top down medium mainly displaying 'official' content with some glimpses of friends comments • Greek parties social networking strategy resembles an inter medium web 1.5 model that is in between web 2.0 and web 1.0. Parties are trying to reserve central control and combine it with some sporadic social networking strategies
  • 14. email marketing tools & general guidelines  Weekly newsletter with news in and around the party  Basic commentary. It provides officials and members with unified PASOK arguments and messages about the issues of the daily public agenda. See here: http://us1.campaign- archive.com/?u=d6a28a8ab45de3ba4f642baf6&id=1b5 7889000  An insightful email marketing platform, http://mailchimp.com  Communication guide for candidates: http://bit.ly/sLhBDW
  • 15. No recipe for success.  Know your goals and resources  Experiment! Try new strategies all the time  Define what success means in an as measurable way as possible  Measure and keep track of your results  Consider what to change. Optimize all the time!
  • 16. Sources  Emiliana De Blasio, Matthew Hibberd, Michele Sorice (Eds) (2011). Leadership and New Trends in Political communication. Selected Papers. CMCS. Rome. Available here: http://mediaresearch.files.wordpress.com/2011/07/c mcswp_0311p3.pdf  Edelman  GeorgiosLappas, Alexandros Kleftodimos, ProdromosYannas. (2010). Greek Parties and the web 2.0. Available here: http://bit.ly/t7BmWp
  • 17. Thank you! Alexandros Melidis almel01 AT gmail.com http://almelidis.wordpress.com

Editor's Notes

  1. …for mass communications7,000 unique messages, 1 billion e-mails sentFrequency dictated by level of engagementVolunteers received “insider” tips and constant feedback about their effortsRemember: Regulate your message frequency Don’t ONLY ask for money Whenever possible, tie a fund raising request to a specific action Plan for list exhaustion, keep building your list Consider insider info for volunteer staff