media140 canberra ppt
DESCRIPTION
Presentation by Claire Wardle on social media and the UK election for the Media140 #ozpolitics conference, Canberra Sept 2010.TRANSCRIPT
The UK election & social media
Dr Claire Wardle
the parties
the mass media
the audience
todaytoday
the story of the UK election
what social media did and didn’t manage to do
lessons learned
before the election…before the election…
“this will definitely be the first social media election for the UK. Look at all the parties on twitter,
facebook and youtube.”
“this will definitely be the first social media election in the UK.
I’ll put money on a politician being caught out on a camera phone and the footage going
viral on youtube.”
David CameronConservatives
Gordon BrownLabour
Nick CleggLiberal
Democrats
the posters the posters
mydavidcameron.com
mydavidcameron.com
the debates the debates
David CameronConservatives
Gordon BrownLabour
Nick CleggLiberal
Democrats
‘bigotgate’ ‘bigotgate’
non-mainstream initiatives non-mainstream initiatives
Conservative/Lib DemCoalition Government
A Miliband?Labour Opposition
the result… the result…
the parties on social media platforms the parties on social media platforms
after the election…after the election…
the way the electorate ‘played’ with the election, demonstrated the power of social media, not
the parties use of them
a gaffe did define the election, but it was caught on an old-fashioned radio mic, not a
camera phone
Source: Internal BBC research
What did happen?
Provided different ways for people to
get ‘involved’, including humour
What didn’t happen?
Political parties didn’t use social
media to connect in new ways with the
electorate Political parties didn’t move online
activities and enthusiasm offline
Social media sped up the news cycle,
connecting politicians and
advisers to journalists Provided
significantly better coverage on policies Mainstream media
didn’t point to the best of the policy driven coverage
online
one: when we’re considering impact of social media,
we need to measure the same thingsOff-Line Online
Activism Involved in campaign activities: voter registration, Get-Out-The-Vote, door-step campaigning
Using the web to actively campaign; encouraging debate about policies
Active engagement
Voting, giving money Commenting online
Passive engagement
Talking about the election
Sharing content online
Passive consumption
Watching a debate, following mainstream coverage
Lurking on twitter, reading comments on facebook
No involvement
two: horse race coverage is having a significant impact on the electorate, but the
web offers real alternatives
three: mainstream coverage and political parties need to understand the collaborative
nature of the social media space
Political parties…Political parties…
three: mainstream coverage and political parties need to understand the collaborative
nature of the social media space
mainstream coverage…mainstream coverage…
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