Presentation by Pawel Kuczma, Institute of Journalism, University of Warsaw presented at General Online Research Conference - GOR 14, 5-7 March 2014Cologne University of Applied Sciences, Germany

1. General Online Research Conference
GOR 14, 5-7 March 2014
Cologne University of Applied Sciences, Germany
Pawel Kuczma, Institute of Journalism, University of Warsaw
Influence of internet and social media on
citizens’ political choices
Contact: p.kuczma@id.uw.edu.pl

2. Influence of internet and social media on citizens’
political choices
Paweł Kuczma,
Institute of Journalism
University of Warsaw
Graphic source: http://jonnewman12.files.wordpress.com/2010/05/sm-crystal-ball.png
GOR 14, 5-7 March 2014
Cologne University of Applied Sciences, Germany

3. The purpose of this study:
1) The main objective of this study was to diagnose correlation between internet and
social media usage and their influence on political choices of citizens in democracy.
2) Strenghtening the methodology of previous researches conducted on online
population
The research hypothesis:
Online media, including social media, have significant influence on political choices
made by citizens.
Study Details - Methodology

4. Study Details - Methodology
This CAWI quantitative research
N: 1068 adults (aged 18-65) in Poland.
Timing: June 2013
Research tool: SW Research (www.swresearch.pl)
Questions regarding:
- internet incl. social media usage patterns,
- online and away from keyboard public participation levels,
- influence of media and other tools of political influence on political choices.

5. Declarated turnout vs. real
Presidential Election 2010
Source: State Electoral Comission
54.94% 55.31%
81.80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Voters Turnout
Presidential 1st turn
Presidential 2nd turn
Presidential - Declarative
Declarative voters turnout for internet users seems to much higher than
the real one and than the level of declarative turnout before the election
for internet users and non-users for both presidential…

6. Declarated turnout vs. real
General Election 2011
Source: State Electoral Comission
48.92%
75.98%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Voters Turnout
General Election
General Election - Declarative
…and general elections

7. 33.69%
26.86%
19.30% 19.50%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Video Sound Pictures Text
Video is the most influential amont all types of
content
And pictures text articles was declared the least influential

8. Media with the biggest influence on electoral
choices
Source: State Electoral Comission
Only TV has higher influence on election choices than internet
58.41%
43.00%
52.82%
40.64%
34.57%
29.86%
22.74%
0%
10%
20%
30%
40%
50%
60%
70%
TV Radio Internet Dailies Weeklies meetings OOH

9. Research Results
• This study confirmed that internet and social media have significant influence on
citizens’ political choices and underline factors and tools which are the most
influential. It proved that citizens using internet are more likely to vote in real-life
election than average citizens. They are more likely to participate in online public
activities than in those away from keyboard (as some say: in real-life).
• Research also brings details on types of media and types of content which have
the biggest influence on citizens’ political choices. They are: forums, comments
below articles and post in social networking sites such as Facebook.com or NK.pl
(second biggest social networking site in Poland). Much lower influence were
assigned to blogs. Online videos, podcasts and pictures had much bigger influence
on political choices than texts.

10. Added Value
This research helps to find arguments in discussion on online forms of
political participation such as e.g. casting a vote online (which is still not
possible in many countries including Poland). It shows which tools are
the most influential and can be used to increase public interest in
certain public issues or people. It also confirms the value of research
conducted in social media and internet in general.

11. Thank you
Danke Schön
Paweł Kuczma
p.kuczma@id.uw.edu.pl