Paper by Julia Schwanholz, Brenda Moon, Axel Bruns & Felix Münch Presentation presented at the 6th European Communications Conference - ECREA, Prague 2016

1. 1
Politics of tweeting, tweeting of politics:
The uses of social media by state parliamentarians
in Germany and Australia
Presentation prepared for the 6th European Communication Conference
ECREA Prague, 12th November 2016
Julia Schwanholz, Brenda Moon, Axel Bruns, Felix Münch
Queensland University of Technology

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Research Question and Design of the Study
 Social media have become embedded into the everyday work of professional
politicians
Politicians use of Social Media seems to increase in general worldwide but it varies
from country to country and also from region to region
 RQ: To what extent does politicians‘ Social Media use vary between most
comparable regions and why?
 Wider research context: Does Social Media impact representative democracy
and how?
 Case selection: State Parliaments of Australia and Germany
 Similar: democratic, federal countries; industrialized countries, both have a
large amount of Internet use & online activity
 Different: majority vs. consensus democracy (Lijphart 1999)
 Method: Mixed-methods approach, drawing on in-depth interviews with
representatives and also providing detailed quantitative and qualitative analyses

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Germany’s state
parliament: Nds. Landtag
Australia’s state
parliament: Vic. Parliam.
Number of Parliamentarians 135
(only one chamber)
128
(88 MLA, legisl. chamber)
Number of active Parliamentarians
on Twitter
38 (28%) 100 (78%)
Number of tweets sent during
period (11/2015-11/2016)
8,824 69,664
Number of in-depth Interviews yet to be conducted 18 (20% of MLA)
Population of State 8 million 6 million
Countries‘ Internet Usage, State Parliaments & Information on Data Collection
Germany Australia
Internet Penetration
(01/2016, Source: Statista)
71,73 million
= 89% (of 83 million)
21,2 million
= 88% (of 24 million)
Active Social Media User
(01/2016, Source: Statista)
29 million
= 36%
14 million
= 58%

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Interview Results: Victorian Parliament‘s MLA
Question: Which Social Media tools do you use?
0
2
4
6
8
10
12
14
16
18
Twitter Facebook Flickr google+ Instagramm YouTube LinkedIn other
Social Media Use (n=18)

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Question: How long have you been using Social Media?
28%
11%
44%
17%
Duration of Social Media Use* (n=18)
<1 year
1-2 years
2-5 years
>5 years
*Private use sometimes longer
Interview Results: Victorian Parliament‘s MLA

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Question: For what reason do you use Social Media?
0
2
4
6
8
10
12
14
16
18
20
for business privately
Reasons for Social Media Use (n=18)
Interview Results: Victorian Parliament‘s MLA

7. 7
0
2
4
6
8
10
12
14
16
18
20
personally by staff of my behalf by agency
Usage of Social Media and Support (n=18)
Question: How do you use Social Media?
Interview Results: Victorian Parliament‘s MLA

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Question: How did you learn to use Social Media?
0
2
4
6
8
10
12
14
16
18
learning-by-doing education and
professional training
training by staff other (family,friends)
Social Media Training (n=18)
Interview Results: Victorian Parliaments‘ MLA

9. 9
Question: How often do you use Social Media?
0
2
4
6
8
10
12
14
16
18
regularly, daily weekly monthly seldom
Frequency of Social Media Use (n=18)
Interview Results: Victorian Parliament‘s MLA

10. 10
Question: Which desription fits you best (self-ascription)?
newcomer
5%
amateur
61%
professional
28%
mixed
6%
User Type: self ascription (n=18)
newcomer
amateur
professional
mixed
Interview Results: Victorian Parliament‘s MLA

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Quantitative Results: Victorian Parliament & Nds. Landtag

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Quantitative Results: Victorian Parliament & Nds. Landtag

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Quantitative Results: Victorian Parliament & Nds. Landtag

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Quantitative Results: Victorian Parliament & Nds. Landtag

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Preliminary Conclusion, Next Research Steps & Outlook
 Social Media Use in Vic. Parliament is personal, deliberate, frequent
 Significant difference in Twitter activity between State MPs in the two countries
 Analysis & Explanation of Social Media activity (and attitudes) by indicators
(e.g.):
 age
 gender
 political party
 function in parliament
 opposition or government
 long serving member of parliament / newcomer in parliament
 marginal vs. safe constituencies
 area where constituency is located
 personal attitude to (e.g. prejudice against) Social Media
 general reputation of Social Media