General Online Research ConferenceGOR 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

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 2014Cologne University of Applied Sciences, Germany

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

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.

Declarated turnout vs. realPresidential 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 thanthe real one and than the level of declarative turnout before the electionfor internet users and non-users for both presidential…

Declarated turnout vs. realGeneral 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

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

Media with the biggest influence on electoralchoices

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

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.

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.

Thank youDanke Schön

Paweł Kuczma

p.kuczma@id.uw.edu.pl