Online Campaigning inBaden-Württemberg andbeyondStudien- und Dialogprogrammfür Wahlkampfexperten aus EuropaStuttgart, 25.0...
2     Agenda1    Internet Usage: Some General Trends and Figures2    Traditional and Less Traditional Websites3    Camp...
Internet Usage: SomeGeneral Trends and Figures
4           A Quick Refresher: Internet Usage in Germany100                                                               ...
5           Social Media Usage in Germany100                                                                              ...
6           Social Media Usage in Germany100                                                                              ...
7           Social Media Usage in Germany100                                                                              ...
8           Political Information – Does the Internet           Matter?        On the one hand…                           ...
9           Who are the Political Onliners?                                                                               ...
Traditional and LessTraditional Websites
11            Little Surprise: All Parties have Up-to-date            Websites                 CDU             FDP        ...
12But Website Development still Seems to beCampaign-driven…                  21.2.2011                                    ...
13But Website Development still Seems to beCampaign-driven…                  21.2.2011                                    ...
14      Traditional Websites All parties present up-to-date websites     Party websites as well as candidate websites; S...
15       Less Traditional Websites – Negative       Campaigning Sites of the CDU Schlinger-Partei SPD    Dagegen-Partei Gr...
16      Online Negative Campaigning Negative campaigning is (and has been) a general characteristic of  online campaigns,...
Campaigning 2.0 – What’s Goingon Within the Social Web?
18            Selected Social Web Activities by Party                   CDU                   FDP   SPD    GrünePartyCandi...
19       YouTube – the Hidden Giant Video platforms as YouTube are among the most wide-spread social  media applications:...
20                            YouTube – the Hidden Giant… for the WorseFinal result: non-trivialview count of anembarrassi...
21YouTube – the Hidden Giant… even worse                                     Marko Bachl, M.A.
22      YouTube – the Hidden Giant Success factors for campaign videos on YouTube (2009):     Most successful: official ...
23            Selected Social Web Activities by Party                   CDU                   FDP   SPD    GrünePartyCandi...
24     Facebook/Twitter: Mappus and Schmid“Thank you for your comment!”   “Where am I? Where will I go?”                  ...
25     Facebook/Twitter: Mappus and Schmid“Thank you for your comment!”   “Where am I? Where will I go?”                  ...
26            Selected Social Web Activities by Party                   CDU                   FDP   SPD    GrünePartyCandi...
27              Facebook/Twitter: Discussions and Mocking Highly polarized discussions – mainly             Marko Bachl, ...
28       Social Media: Illusions of Majorities The number of Facebook ‘friends’,  ‘fans’ or ‘likes’ are used to generate ...
29       Social Media: Illusions of Majorities The number of Facebook ‘friends’,  ‘fans’ or ‘likes’ are used to generate ...
30      Campaigning 2.0      What’s Going on Within the Social Net? Conclusion – Campaigners:    All parties serve almos...
Discussion
32Contact Information      Marko Bachl      Institut für Kommunikationswissenschaft      Fruwirthstraße 46      70599 Stut...
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Online Campaigning in Baden-Württemberg and beyond

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Online Campaigning in Baden-Württemberg and beyond. Vortrag im Studien- und Dialogprogramm
für Wahlkampfexperten aus Europa
Konrad-Adenauer-Stiftung, Stuttgart, 25.03.2011

Ein kurzer Überblick über den Online-Wahlkampf in Baden-Württemberg vor der Landtagswahl 2011

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Online Campaigning in Baden-Württemberg and beyond

  1. 1. Online Campaigning inBaden-Württemberg andbeyondStudien- und Dialogprogrammfür Wahlkampfexperten aus EuropaStuttgart, 25.03.2011 Marko Bachl
  2. 2. 2 Agenda1  Internet Usage: Some General Trends and Figures2  Traditional and Less Traditional Websites3  Campaigning 2.0 – What’s Going on Within the Social Web?4  Discussion Marko Bachl, M.A.
  3. 3. Internet Usage: SomeGeneral Trends and Figures
  4. 4. 4 A Quick Refresher: Internet Usage in Germany100 14-19 Y. 20-29 Y. 90 30-39 Y. 80 40-49 Y. 70 50-59 Y. 60 50 Total 40 30 60 + 20 10 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010Internet users in Germany (in %), 1997-2010(Source: ARD/ZDF-Online-Studie, at least occasional usage, German population from the age of 14 up) Marko Bachl, M.A.
  5. 5. 5 Social Media Usage in Germany100 2007 2008 2009 2010 90 80 Total 70 60 50 40 30 20 10 0 Wikipedia Video (YouTube) Social Networks Blogs TwitterUsers of social media applications in Germany, 2007-2010(Source: ARD/ZDF-Online-Studie, at least occasional usage, German population from the age of 14 up) Marko Bachl, M.A.
  6. 6. 6 Social Media Usage in Germany100 2007 2008 2009 2010 90 80 19-29 Years 70 60 50 40 30 20 10 0 Wikipedia Video (YouTube) Social Networks Blogs TwitterUsers of social media applications in Germany, 2007-2010(Source: ARD/ZDF-Online-Studie, at least occasional usage, German population from the age of 14 up) Marko Bachl, M.A.
  7. 7. 7 Social Media Usage in Germany100 2007 2008 2009 2010 90 80 14-19 Years 70 60 50 40 30 20 10 0 Wikipedia Video (YouTube) Social Networks Blogs TwitterUsers of social media applications in Germany, 2007-2010(Source: ARD/ZDF-Online-Studie, at least occasional usage, German population from the age of 14 up) Marko Bachl, M.A.
  8. 8. 8 Political Information – Does the Internet Matter? On the one hand… On the other hand… Radio 3,2 Newspaper Internet 5,5 21,5 1-2 days 14,8 Conversation not at all 9,2 75,0 3-4 days 7,3 TV 58,6 other 2,1 5+ days 2,9 What is your main source of On how many days a week did you use the campaign news? (in %) internet to gather political information? (in %)Sources of information and political online news in the 2009 campaignGLES Vorwahl/Nachwahlbefragung 2009, N = 4.057/2.067; Germans from the age of 18 up Marko Bachl, M.A.
  9. 9. 9 Who are the Political Onliners? 41% high political interest 62% male 43% younger than 30 More likely to be voters of Bündnis 90 / Die Grünen and FDP (after adjusting for age)51% High School degreeYoung, well educated, and highly involved in politicsGLES Vorwahl/Nachwahlbefragung 2009, n = 183; Germans from the age of 18 up; main information source is the internet Foto: Cavan Images; via Flickr Marko Bachl, M.A.
  10. 10. Traditional and LessTraditional Websites
  11. 11. 11 Little Surprise: All Parties have Up-to-date Websites CDU FDP SPD GrünePartyCandidate integrated in integrated in integrated inCampaign party website party website party website Marko Bachl, M.A.
  12. 12. 12But Website Development still Seems to beCampaign-driven… 21.2.2011 Marko Bachl, M.A.
  13. 13. 13But Website Development still Seems to beCampaign-driven… 21.2.2011 1.3.2011 Marko Bachl, M.A.
  14. 14. 14 Traditional Websites All parties present up-to-date websites  Party websites as well as candidate websites; SPD: campaign page  well designed, use of latest web technology Main functions  Presentation of all imaginable information on the party, politicians, political programs and campaign activities  Information hub for all online activities on other platforms Big step forward compared to earlier (state) elections Main mistake: information and design overload  Usability suffers from huge amount of information and design gimmicks  Its quality not quantity that counts! Marko Bachl, M.A.
  15. 15. 15 Less Traditional Websites – Negative Campaigning Sites of the CDU Schlinger-Partei SPD Dagegen-Partei Grüne Faktencheck BW Exposes the SPD as  Reports projects  Delivers counter- ‘flip-flopper party’ that are obstructed arguments against Combines a fun by Die Grünen policy plans of SPD quiz format with  Appeals to partisans and Die Grüne negative to report such  First impression: campaigning projects in their non-partisan blog neighborhoods Marko Bachl, M.A.
  16. 16. 16 Online Negative Campaigning Negative campaigning is (and has been) a general characteristic of online campaigns, often combined with humor (not only CDU)  Calculation of campaigners: less boomerang effects as ‘official’ politicians can distance themselves more easily; stays out of broader public Target group: mostly own partisans  NC engages and motivates by highlighting differences to opponents  NC delivers arguments for political (online) discussions (see Faktencheck) Research shows that NC is very effective online campaign content  First glance: Promising approach for campaign managers  BUT: Long term consequences for political culture? NC may enhance polarization beyond the accepted threshold of a political controversy Marko Bachl, M.A.
  17. 17. Campaigning 2.0 – What’s Goingon Within the Social Web?
  18. 18. 18 Selected Social Web Activities by Party CDU FDP SPD GrünePartyCandidateCampaign(example) Unser Land: Zu schade für Rot-Grün-Rot Marko Bachl, M.A.
  19. 19. 19 YouTube – the Hidden Giant Video platforms as YouTube are among the most wide-spread social media applications: basically every young person uses them USA: one in four political onliners forwards political online videos Nevertheless, YouTube is widely disregarded in public discussion Baden-Württemberg election:  All parties have regularly fed YouTube channels;  In addition independently distributed channels/videos by candidates BUT: Not a single successful campaign-produced video  Most often boring, irrelevant content Influential distribution of ‘voter-generated content’ Marko Bachl, M.A.
  20. 20. 20 YouTube – the Hidden Giant… for the WorseFinal result: non-trivialview count of anembarrassing video;(comparison: FDP TV-spot < 5.000; CDU TV-Spot: 48.877) almost one month 10.2.: just another 2.3.: the viral spiral starts: 15.3.: viral spiral enforcement: boring political video first time embedded at embedded in A-list-blogs Marko Bachl, M.A. on YouTube facebook.com netzpolitik.org and spreeblick
  21. 21. 21YouTube – the Hidden Giant… even worse Marko Bachl, M.A.
  22. 22. 22 YouTube – the Hidden Giant Success factors for campaign videos on YouTube (2009):  Most successful: official TV-spots  Relevant issue (2009: financial and economic policy)  Humor and Negative Campaigning Beware:  YouTube never forgets  Everything can go viral  YouTube can present powerful pictures – against you  YouTube is becoming a source for traditional online and broadcasting media – therefore, YT videos may reach a mass audience Marko Bachl, M.A.
  23. 23. 23 Selected Social Web Activities by Party CDU FDP SPD GrünePartyCandidateCampaign(example) Unser Land: Zu schade für Rot-Grün-Rot Marko Bachl, M.A.
  24. 24. 24 Facebook/Twitter: Mappus and Schmid“Thank you for your comment!” “Where am I? Where will I go?” Marko Bachl, M.A.
  25. 25. 25 Facebook/Twitter: Mappus and Schmid“Thank you for your comment!” “Where am I? Where will I go?” Marko Bachl, M.A.
  26. 26. 26 Selected Social Web Activities by Party CDU FDP SPD GrünePartyCandidateCampaign(example) Unser Land: Zu schade für Rot-Grün-Rot Marko Bachl, M.A.
  27. 27. 27 Facebook/Twitter: Discussions and Mocking Highly polarized discussions – mainly Marko Bachl, M.A. on the CDU/Mappus pages
  28. 28. 28 Social Media: Illusions of Majorities The number of Facebook ‘friends’, ‘fans’ or ‘likes’ are used to generate and illusion of majorities Traditional mass media report these numbers like opinion polls and Marko Bachl, M.A. reinforce the illusion
  29. 29. 29 Social Media: Illusions of Majorities The number of Facebook ‘friends’, ‘fans’ or ‘likes’ are used to generate and illusion of majorities Traditional mass media report these numbers like opinion polls and Marko Bachl, M.A. reinforce the illusion
  30. 30. 30 Campaigning 2.0 What’s Going on Within the Social Net? Conclusion – Campaigners:  All parties serve almost every social media channel  BUT: only very limited real engagement; traditional push communication  Positive example: for a limited number of political onliners, the Facebook pages of the parties are a well-used meeting point Conclusion – Voters:  Highly polarized online electorate  a lot of bashing, little discussion  Active political onliners still seem to be a minority, but very active (within both political camps)  Weak signs of a evolving political blogosphere / twittersphere  Special case Stuttgart 21: counter public via social media  Best example: fluegel.tv Marko Bachl, M.A.
  31. 31. Discussion
  32. 32. 32Contact Information Marko Bachl Institut für Kommunikationswissenschaft Fruwirthstraße 46 70599 Stuttgart Tel: 0711/ 459-22866 E-Mail: marko.bachl@uni-hohenheim.de Web: www.komm.uni-hohenheim.de/bachl.html Twitter: @bachl Marko Bachl, M.A.

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