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Media140 canberra ppt

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Media140 canberra ppt

  1. 1. The UK election & social media <ul><li>Dr Claire Wardle </li></ul>
  2. 2. the parties the mass media the audience
  3. 3. today the story of the UK election what social media did and didn’t manage to do lessons learned
  4. 4. 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.”
  5. 5. David Cameron Conservatives Gordon Brown Labour Nick Clegg Liberal Democrats
  6. 6. the posters
  7. 8. mydavidcameron.com
  8. 12. the debates
  9. 14. David Cameron Conservatives Gordon Brown Labour Nick Clegg Liberal Democrats
  10. 21. ‘ bigotgate’
  11. 22. non-mainstream initiatives
  12. 26. Conservative/ Lib Dem Coalition Government A Miliband? Labour Opposition the result…
  13. 27. the parties on social media platforms
  14. 28. 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
  15. 29. Source: Internal BBC research
  16. 30. 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
  17. 31. one: when we’re considering impact of social media, we need to measure the same things Off-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
  18. 32. two: horse race coverage is having a significant impact on the electorate, but the web offers real alternatives
  19. 33. three: mainstream coverage and political parties need to understand the collaborative nature of the social media space Political parties…
  20. 34. three: mainstream coverage and political parties need to understand the collaborative nature of the social media space mainstream coverage…
  21. 35. http://bit.ly/m140jayrosen
  22. 36. thank you

Notas del editor

  • Fine, some interesting things here, but mostly what’s interesting is the fact that this election wasn’t about the traditional forms of social media. The parties were using social media is much the same way as a broadcasting platform.

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