Raffael Heiss - Social Media & Political Campaigning: What Drives User Engagement? (Babel Camp 2016)
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Sep. 24, 2016•0 likes•457 views
Raffael Heiss - Social Media & Political Campaigning: What Drives User Engagement? (Babel Camp 2016)
Sep. 24, 2016•0 likes•457 views
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Social Media
Summary: Social media have evolved as a key territory for modern political campaigning. Political actors (candidates and parties) operating in this territory have to adjust their communication strategies to a new logic, allowing citizen to directly engage with and respond to political actors’ messages. Research in political campaigning has identified different context and content factors which drive or dampen user responses (likes, shares, comments). I will discuss key findings of these studies and present an example study conducted in Austria.
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Raffael Heiss - Social Media & Political Campaigning: What Drives User Engagement? (Babel Camp 2016)
- 1. raffael.heiss@univie.ac.at Social Media & Poli-cal Campaigning: What Drives User Engagement? Raffael Heiss University of Vienna
- 2. raffael.heiss@univie.ac.at Social Media Use Every day ac0vi0es on social media ARD/ZDF Online Study, 2013 0 5 10 15 20 25 30 35 40 Seeking news Pos0ng Links Videos Commen0ng Looking at Pictures Checking out other people's ac0vi0es Personal messages
- 3. raffael.heiss@univie.ac.at Social Media Use General news use on social media Pew Research Center, 2015 40 45 50 55 60 65 2013 2015 % of Users Ge:ng News on Twi>er/Facebook TwiRer Facebook
- 4. raffael.heiss@univie.ac.at Social Media Use US Presiden0al campaign Pew Research Center, 2016 Social media are the most important informa0on source for young people between 18 and 30 years 0 10 20 30 40 50 60 70 Network nightly news Local TV Cable TV News Websites Social Media 18-‐29 30-‐49 50-‐64
- 5. raffael.heiss@univie.ac.at Social Media Use Some cri0cal research findings… Social media users feel well-‐informed – but they are actually not! (Müller, 2015) SNS ac0vi0es are slack0vist, do not increase knowledge (Baumgartner et al., 2010) Low quality of online news (de Vreese et al., 2016) and disinforma0on (Gundecha et al., 2013)
- 6. raffael.heiss@univie.ac.at Poli0cians on SM Who benefits? around 10 million Followers
- 7. raffael.heiss@univie.ac.at Poli0cians on SM Who benefits? around 390.000 Followers
- 8. raffael.heiss@univie.ac.at Poli0cians on SM Example Study Populists work with simple messages, nega?vity and nega?ve emo?ons What other elements can drive user engagement, and hence successful campaigning on Facebook?
- 9. raffael.heiss@univie.ac.at Study: User Engagement What drives users’ reac0ons in poli0cians’ Facebook posts 6 Par0es 84 Poli0cians 1949 Posts Analysis of Poli8cal Actors‘ Facebook Profiles and Posts Time: 6 months Comments, Likes, Shares?
- 10. raffael.heiss@univie.ac.at
- 11. raffael.heiss@univie.ac.at Differences between profile types Differences between par0es Effect of pos0ng ac0vity Nega0vity, Emo0ons, Humor Delibera0ve elements Issues, Mobiliza0on Study: User Engagement What drives users’ reac0ons in poli0cians’ Facebook Posts Post Level Profile Level
- 12. raffael.heiss@univie.ac.at Profile Level
- 13. raffael.heiss@univie.ac.at Study Example Profile level: Profile types & par0es Comments Likes Shares Organiza0on (vs. Fan profile) Private profile (vs. Fan profile) ✔ ➖ ✖ ➖ ✖ ✖ No effect of party No effect of profile ac0vity
- 14. raffael.heiss@univie.ac.at Post Level
- 15. raffael.heiss@univie.ac.at Study Example Tonality & Emo0ons Nega0ve Tonality ✔ ✔ Nega0ve emo0ons ✔ ✔ ✖ Posi0ve emo0ons ✔ ✔ ✔ Posi0ve Tonality ✖ ✖ ✖ ✖ Comments Likes Shares
- 16. raffael.heiss@univie.ac.at Study Example Delibera0ve elements Reasoning ✔ ✖ ✔ Comments Likes Shares
- 17. raffael.heiss@univie.ac.at Study Example What drives users’ reac0ons in poli0cians’ Facebook Posts Reasoning Non-‐Reasoning
- 18. raffael.heiss@univie.ac.at Study Example Delibera0ve elements Reasoning ✔ Other party actors ✔ ✖ Post length ✔ ✔ References: Own party ➖ ✖ ✖ ✔ ✖ ✔ ➖ Comments Likes Shares
- 19. raffael.heiss@univie.ac.at Study Example Issues & Humor Private issues (vs. Policy) ✖ ✔ Campaign issues (vs. Policy) ✔ ✔ ➖ ✖ Comments Likes Shares Humor ✔ ✖ ✔
- 20. raffael.heiss@univie.ac.at Study Example Mobilizing posts Online mobiliza0on ✖ ✖ ✔ Offline mobiliza0on ➖ ➖ ➖ Comments Likes Shares
- 21. raffael.heiss@univie.ac.at Study Example Structural elements Pictures Media content ✔ Videos ✔ Shared content ➖ ➖ ✔ ✖ ✖ ✖ ✖ ✖ ✖ ➖ Comments Likes Shares
- 22. raffael.heiss@univie.ac.at Summary & Learnings
- 23. raffael.heiss@univie.ac.at Sum it up Nega0vity s0ll works…
- 24. raffael.heiss@univie.ac.at Sum it up …but posi0ve emo0ons may work even beRer
- 25. raffael.heiss@univie.ac.at Sum it up Delibera0ve elements: Rarely considered, but there is poten0al!
- 26. raffael.heiss@univie.ac.at Learnings On a more general level…. Social media and poli0cal sophis0ca0on not per se contradictory Great responsibility of those who use the channels for campaigning How can we advance content management to counter populist tendencies?
- 27. raffael.heiss@univie.ac.at THANK YOU!
- 28. raffael.heiss@univie.ac.at References Baumgartner, J. C., & Morris, J. S. (2009). MyFaceTube poli0cs: Social networking web sites and poli0cal engagement of young adults. Social Science Computer Review. Busemann, K. (2013). Wer nutzt was im Social Web. Media Perspek?ven, 44(7/8), 391-‐399. De Vreese, C.H., Esser, F. & Hopmann D.N. (eds), Comparing Poli?cal Journalism. London: Routledge. Gundecha, P., Feng, Z., & Liu, H. (2013, October). Seeking provenance of informa0on using social media. In Proceedings of the 22nd ACM interna?onal conference on Informa?on & Knowledge Management (pp. 1691-‐1696). ACM. Müller, P. (2015): Just feeling being informed? Social Network Sites und tatsächliches und wahrgenommenes poli0sches Wissen. Presenta0on at the DGPUK 2015. Pew Research Center. (2015, July 14). The evolving role of news on TwiQer and Facebook. Pew Research Center. (2016, February 4). The 2016 presiden?al campaign: A news event that’s hard to miss.