Digital Storytelling in Political Campaigning <ul><li>A Case Study of a Second Generation Migrant Politician in Norway </l...
Research questions <ul><li>How did digital storytelling contribute to the political career of the Norwegian-Pakistani Labo...
Empirical focus <ul><li>Five video stories released on YouTube during the 2009 Parliament campaign </li></ul><ul><li>Conte...
1. Contents: Self-presentation <ul><li>Conscious catch-all strategy, well known in political communication </li></ul><ul><...
Communication of identification with voters <ul><li>We often talk about having a home, having roots somewhere.  </li></ul>...
2. Reactions: Cracking the viral code
Viewer reactions <ul><li>Very nice video. …  I think it is very important to get background information about the politici...
A double spinoff effect <ul><li>The videos were successfully promoted through viral networking on Web 2.0,  </li></ul><ul>...
Conclusion <ul><li>Digital storytelling / Web 2.0 can be an efficient marketing tool in politics: </li></ul><ul><li>Conten...
Theoretical perspectives <ul><li>In party politics and campaigning, the use of digital storytelling and Web 2.0   </li></...
Conclusion <ul><li>Digital storytelling / Web 2.0 can be efficient marketing tools: </li></ul><ul><li>E-ruption in politic...
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The Hadia Story: Digital Storytelling in Election Campaigns

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The Hadia Story: Digital Storytelling in Election Campaigns

  1. 1. Digital Storytelling in Political Campaigning <ul><li>A Case Study of a Second Generation Migrant Politician in Norway </li></ul><ul><li>Eva Bakøy & Øyvind Kalnes, Lillehammer University College, Norway </li></ul><ul><li>Article available at http.//seminar.net from July 1., 2010 </li></ul>
  2. 2. Research questions <ul><li>How did digital storytelling contribute to the political career of the Norwegian-Pakistani Labour politician, Hadia Tajik? </li></ul><ul><li>Construction of political identity </li></ul><ul><li>Attraction of public attention </li></ul>
  3. 3. Empirical focus <ul><li>Five video stories released on YouTube during the 2009 Parliament campaign </li></ul><ul><li>Contents (text analysis) </li></ul><ul><li>Reactions: </li></ul><ul><ul><li>On the net </li></ul></ul><ul><ul><li>In the traditional media </li></ul></ul>
  4. 4. 1. Contents: Self-presentation <ul><li>Conscious catch-all strategy, well known in political communication </li></ul><ul><li>Migrant background, party affiliation or any ideological “baggage” are downplayed. </li></ul><ul><li>Primarily presenting herself as an empathic and trustworthy individual. </li></ul>
  5. 5. Communication of identification with voters <ul><li>We often talk about having a home, having roots somewhere. </li></ul><ul><li>But people do not have roots, we have feet. We can move around freely. Home is something we have in our hearts. </li></ul><ul><li>And because I have feet and not roots, I am free .... </li></ul>
  6. 6. 2. Reactions: Cracking the viral code
  7. 7. Viewer reactions <ul><li>Very nice video. … I think it is very important to get background information about the politicians we are supposed to vote for, it becomes more personal and one can get a sense about what kind of person you really are, unlike sterile TV-interviews or newspaper articles. </li></ul><ul><li>Great, looking forward to the next video. </li></ul><ul><li>What a completely hopeless candidate! …. Dearest, learn this: Norway is a non-muslim country! We have Western culture based on Christian values, and NOT Muslim. </li></ul><ul><li>Why cannot Muslims live in their own Muslim countries? …. (sic) </li></ul>
  8. 8. A double spinoff effect <ul><li>The videos were successfully promoted through viral networking on Web 2.0, </li></ul><ul><li>Instrumental in attracting attention from TV and other traditional mass media, </li></ul><ul><li>Which in turn inspired more people to watch the videos. </li></ul>
  9. 9. Conclusion <ul><li>Digital storytelling / Web 2.0 can be an efficient marketing tool in politics: </li></ul><ul><li>Content: Catch-all strategy </li></ul><ul><li>Reactions: Double spin-off </li></ul><ul><li>Uniqueness of the case: </li></ul><ul><li>Good timing, good looks, as well as political correctness in the Norwegian media </li></ul>
  10. 10. Theoretical perspectives <ul><li>In party politics and campaigning, the use of digital storytelling and Web 2.0  </li></ul><ul><li>E-ruption in politics or politics as usual (Pascu et al.) </li></ul><ul><li>Non-elitist and democratic or catch all - / electoral-professional parties (Kirchheimer) </li></ul><ul><li>Intimacy: Front-, back- or middle stage (Meyrowitz) </li></ul>
  11. 11. Conclusion <ul><li>Digital storytelling / Web 2.0 can be efficient marketing tools: </li></ul><ul><li>E-ruption in politics or politics as usual </li></ul><ul><li>Non-elitist and democratic or catch all - / electoral-professional </li></ul><ul><li>Intimacy: Front-, back- or middle stage </li></ul><ul><li> Successfull construction and communication of a gifted individual politician with few ideological, party political or ethnic ties holding her back </li></ul>

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