CeDEM Day 1, afternoon, Track: E‐Democracy and E‐Politics, Main Hall, Chair: Reinhard Riedl
Transcript of Graeme Baxter, Rita Marcella – Bravehearts or tim’rous beasties?
1. A decade of research into online election campaignsin
ScotlandBravehearts or Timrous Beasties?Graeme Baxter and Rita
MarcellaDepartment of Information Management, Aberdeen Business
School,Robert Gordon University, Aberdeen, UK
2. A new sort of democracyan open,accessible
Parliament(Consultative Steering Group on the ScottishParliament,
1998)It should aspire to be an example ofbest practice in
Parliamentaryinformation systems(Expert Panel on ICTs, 1998)MSPs
are intensive and competentusers of ICTs ICTs are embeddedinto
their parliamentary activities(Smith & Webster, 2004)Scottish
Parliament formed in 1999Image: Scottish ParliamentWould those
seeking to gain election to the Parliament also takeadvantage of
the opportunities offered by ICTs?
3. Scottish Parliament elections,2003, 2007 and 2011 UK
Parliament election 2010(Scottish constituencies only)Four studies
conducted, 2003 to date
4. Content analysis of all party websites Sample of 11-12
candidate websites Analysis during four weeks precedingpolling day
Content analysed in terms of the ways inwhich the websites:
provided policy and candidate information; provided up-to-date
campaign news; tried to engage the support of users; and provided
opportunities for interaction and debate.Methodologies (1)
5. Online enquiry responsiveness test, measuring speed and
extent ofresponse Covert research, where researchers posed as
potential voters Created special email accounts and (in 2010 and
2011) social mediaaccountsMethodologies (2)
6. In 2010 and 2011, content analysis of parties andcandidates
Twitter accounts, Facebook pages, and blogs Analysis of all posts
made during four-week campaign period Posts analysed in terms of
the topic(s) being discussed, andthe nature of the communication
taking placeMethodologies (3)
7. 2011 research included a study of votersonline information
behaviour Hosted by Rosemount Community Centre,Aberdeen Recruited
64 participants, from a range ofage groups and socio-economic
classes Used laptop and mobile broadband dongle Used the
interactive, electronically-assisted interview methodMethodologies
(4)
8. Manifestos prominent on partywebsites Recent move towards
providingadditional, more concise policydocuments Policy commentary
lesscommon on candidateswebsitesParty Manifestos and Other Policy
Statements
9. Provision of candidateinformation on party
websitesinconsistent and illogical Lack of candidate contactdetails
Lack of links to candidatespersonal sitesCandidate Information
10. Larger parties better atproviding regular, up-to-datenews
Slight move towardsproviding real-time feedsfrom social media
sitesCampaign News
11. Vast majority of parties andcandidates have providedsome
method of onlinecontact But other opportunities foronline
engagement have beenlimitedCommunication and Engagement
12. Video clips have becomestandard on websites oflarger
parties In 2007, some experimentswith live online TVbroadcasts, but
neverrepeatedAudiovisual Features
13. Since 2007, a decline in theprovision of information
inalternative formats or languages During 2011 campaign,
criticismfrom disability charitiesAlternative Languages and
Formats
14. Since 2003 campaign, adramatic increase in the useof the
Internet for resourcegenerationMembership and Donations
15. E-mail Enquiry Response Rates
16. Social Media Enquiry Response RatesYear Facebook
Twitter2010 50% 0%2011 35% 30%
17. Keen to be seen embracing newsocial media tools But lack of
meaningful policycomment Most followers and likersappeared to be
personal friendsor party activists Reluctance to interact withwider
electorate Primarily the one-waybroadcast of informationScottish
Politicians Social Media Use, 2010 and 2011
18. Parties2010 UK Election: Scottish Party Twitter Sites(n =
857 posts)81.3%ElectoratePrimary Broadcast14.6%Secondary
BroadcastEngagement & DialogueUnreciprocated Engagement2.6%?
1.4%
19. Need for concise policy documents Need for local policy
commentary Wish to see more online dialogue Unimpressed with social
mediaefforts:trivial, shallow, superficial Majority felt campaign
sites serveda useful purpose But, for 94%, they had no influenceon
their voting intentionsUser Study 2011?
20. Incremental growth in use of Internet Technologies have
changed, but natureof their use remains the same Primarily one-way
broadcast Politicians unwilling to answer difficultquestions and
engage with voters Dichotomy between provision andvoters
information needs SNPs claim that online swayed thevote in 2011 is
questionableOnline Elections in Scotland,
2003-2013ConclusionsPhoto: Wolverhampton Express & StarImage:
No Tosh