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Usage of social media in
  Italian local election
        campaigns
     DGI 2012 - Düsseldorf
  Agnese Vardanega - University of Teramo




                    !1
Italian local elections
Double ballo             P reference system
             t  s

  Civic Lists                 Single ballots

         Single-member system


National parties              Local leaders

                    !2
Electoral systems
                Major towns          Small towns       Provinces



  Mayor /
                Double ballot        Single ballot    Double ballot
 President


                  Majority -          Majority -
                                                     Single candidate
  Council        Preference          Preference
                                                          system
                   system              system


Disjoint vote       YES                  NO                NO


                                !3
Different electoral systems and rules


• Coalition candidates / single party candidates

• Local / national alliances

• Lessened role of national parties



 Diversification of web practices
                         !4
Web 2.0 and Electoral Campaigns

                            Institutions
   Participation

                   Organisations

   Social Actors
                          Inequalities


                     !5
Personalisation of Communication

 • Personal characteristics of candidates

 • Electoral systems

 • Party size and internal organisation



(Party) Control over Communication
                        !6
Interactivity
                         Media Interaction
Human Interaction

                             Technology
   Relationships

  Interactivity does not imply actual
   interaction, or real relationships

                    !7
Indicators




    !8
Independent Variables




          !9
Web Presence
                          Provincial
                                       Provinces     Other towns            TOTAL
                           Capitals
                              %           %           %       W%      N      %      W%

           Personal         52.5         45.8        17.7     6.1     209   33.2    9.3
                            45.7
        34.4
       32.7
    31.8    78    37.3    35.8
Website    Comments
                           (n. 48)      (n. 11)     (n. 19)
           List / Party     22.9         15.3        20.4     18.4    130   20.7    18.6

           Page             42.1         34.7        13.5     6.6     164   26.1    9.2

Facebook   Account          37.7         37.5        30.2     17.2    212   33.7    18.7

           Group            32.3         12.5        10.5     8.2     116   18.4    9.5

                            19.7         16.7        2.7      0.4     65    10.3    1.7
Twitter                     63.6
        91.7
       88.9
    64.0
   47    72.3    68.3
           Active
                           (n. 28)      (n. 11)     (n. 8)
Web Presence                91.5         81.9        59.3     38.8    461   73.3    42.6

TOTAL                        223          72         332      —       629   100.0   —
                                              !10
Social Interactivity




None       Low
Medium     High
                  !11
A Multiple Correspondence Analysis




                !12
Associations (Test Values)
                                                    Factor 2
                                   Factor 1
                      Factor 3
                                                  Geographical
                                 Constituency                    Party Size
                                                      area
Website           Personal          13.60            20.89         15.77
                  List / Party      -11.39            5.59         0.30
                  No                 1.08            -18.38        -10.48
                  Yes               12.61            20.60         14.00
Updated Website
                  No                 6.08             3.12         10.14
                  Page              10.34            18.06         7.97

Facebook          Account           -3.93            10.58         10.51

                  No                -3.23            -20.83        -14.28

Facebook group    Yes                2.15             2.47         8.17

                  Yes                9.39            11.63         10.41
Twitter           Inactive           5.21             3.12         3.29
                  No                -10.73           -11.41        -10.49
                                            !13
Associations (Test Values)


   Social         Factor 1
              Factor 2
        Factor 3
Interactivity   Constituency         Geographical area   Party Size

     0             -3.00                  -21.43           -15.47
     1             -7.16                   6.01            7.24
     2              2.84                   11.37           8.28
     3             11.13                   16.47           7.47
     4              6.68                   9.46            4.41
     5              7.69                   7.41            4.72




                               !14
Summary
• Digital Divide between Centre-North and
  South

• Electoral system

• Political relevance of the vote (constituency)

• Two patterns of web presence


                        !15
Thank you!
& thanks to lademocrazia.it team




              !16

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Usage of Social Media in Italian Local Electoral Campaign

  • 1. Usage of social media in Italian local election campaigns DGI 2012 - Düsseldorf Agnese Vardanega - University of Teramo !1
  • 2. Italian local elections Double ballo P reference system t s Civic Lists Single ballots Single-member system National parties Local leaders !2
  • 3. Electoral systems Major towns Small towns Provinces Mayor / Double ballot Single ballot Double ballot President Majority - Majority - Single candidate Council Preference Preference system system system Disjoint vote YES NO NO !3
  • 4. Different electoral systems and rules • Coalition candidates / single party candidates • Local / national alliances • Lessened role of national parties Diversification of web practices !4
  • 5. Web 2.0 and Electoral Campaigns Institutions Participation Organisations Social Actors Inequalities !5
  • 6. Personalisation of Communication • Personal characteristics of candidates • Electoral systems • Party size and internal organisation (Party) Control over Communication !6
  • 7. Interactivity Media Interaction Human Interaction Technology Relationships Interactivity does not imply actual interaction, or real relationships !7
  • 10. Web Presence Provincial Provinces Other towns TOTAL Capitals % % % W% N % W% Personal 52.5 45.8 17.7 6.1 209 33.2 9.3 45.7 34.4 32.7 31.8 78 37.3 35.8 Website Comments (n. 48) (n. 11) (n. 19) List / Party 22.9 15.3 20.4 18.4 130 20.7 18.6 Page 42.1 34.7 13.5 6.6 164 26.1 9.2 Facebook Account 37.7 37.5 30.2 17.2 212 33.7 18.7 Group 32.3 12.5 10.5 8.2 116 18.4 9.5 19.7 16.7 2.7 0.4 65 10.3 1.7 Twitter 63.6 91.7 88.9 64.0 47 72.3 68.3 Active (n. 28) (n. 11) (n. 8) Web Presence 91.5 81.9 59.3 38.8 461 73.3 42.6 TOTAL 223 72 332 — 629 100.0 — !10
  • 11. Social Interactivity None Low Medium High !11
  • 13. Associations (Test Values) Factor 2 Factor 1 Factor 3 Geographical Constituency Party Size area Website Personal 13.60 20.89 15.77 List / Party -11.39 5.59 0.30 No 1.08 -18.38 -10.48 Yes 12.61 20.60 14.00 Updated Website No 6.08 3.12 10.14 Page 10.34 18.06 7.97 Facebook Account -3.93 10.58 10.51 No -3.23 -20.83 -14.28 Facebook group Yes 2.15 2.47 8.17 Yes 9.39 11.63 10.41 Twitter Inactive 5.21 3.12 3.29 No -10.73 -11.41 -10.49 !13
  • 14. Associations (Test Values) Social Factor 1 Factor 2 Factor 3 Interactivity Constituency Geographical area Party Size 0 -3.00 -21.43 -15.47 1 -7.16 6.01 7.24 2 2.84 11.37 8.28 3 11.13 16.47 7.47 4 6.68 9.46 4.41 5 7.69 7.41 4.72 !14
  • 15. Summary • Digital Divide between Centre-North and South • Electoral system • Political relevance of the vote (constituency) • Two patterns of web presence !15
  • 16. Thank you! & thanks to lademocrazia.it team !16

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