Genres of communication in social media
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Genres of communication in social media
- 1. Genres of Participation in Social Networking Systems: A Study of the 2009 Norwegian Parliamentary Election Marius Rohde Johannessen Research Fellow Department of Information Systems University of Agder, Norway
- 2. The main issue • Political parties are trying to communicate through social media •… but not succeeding very well 2
- 3. Outline • Background • Norwegian political context • Political use of the Internet • media fragmentation • Methodology • Findings • Preferred genres (party objectives) • Genres used • Summary 3
- 4. Why is this interesting? • Miscommunication is a problem for democracy • Genre theory is a starting point for theoretical discussions (ie. Public Sphere) • Genres makes sense to practitioners 4
- 5. Norwegian politics from social movements… • Post WW2: Common challenges: •Rebuilding the country •People’s movements •loyal voters •Ideological differences 5
- 6. …to issues-based activism • 90’s and beyond: • “death of ideology” – Parties become more similar • The rise of individualism • Voters less loyal • Singleissues replace party politics 6
- 7. Media fragmentation • Related to political changes • Past: Everyone read the same paper • Present: Several media sources, customization • Parties need to be present in different channels 7
- 8. Parties’ social media history • 2007: Early attempts with social media • Municipal elections • Youtube, blogs, Facebook • Criticized for poor efforts • 2008: Obama’s social media success • Expectations that Norway would follow • 2009: Social media integrated part of election 8
- 9. Methodology • RQ: “What are the genres of political communication in social media?” • Data collection: March-May 2009 • Interviews with political parties • Observation of social media activities • Genre theory as analytical tool 9
- 10. Genres of organizational communication • Genre: A way to sort communicative actions • Characterized by • Form • Content • Functionality • Identified by: • Asking why, where, when, who, what, how (5W1H) 10
- 11. Findings – preferred genres Dialogue Involvement Contribution 11
- 12. Findings –genres in use Q&A Greeting Appeal to party Dialogue Involvement comment Policy Contribution Call for action 12
- 13. Summary • From party politics to single issues • Media fragmentation and increasing political use of www • 2009: Lots of resources spent, political genres evolving • But mismatch between citizens and politicians expectations • 2011 Will the communications gap shrink? 13
- 14. Thank you for listening! marius.johannessen@uia.no 14
Notas del editor
- This is not new as such, but interesting cause politicians promised to listen and discuss in social media
- WW2 og utover: Felles utfordringer. står sammen om å bygge landet. Store folkebevegelser I idrett, kultur, friluftsliv. Folk opptatt av de samme tingene. Partipolitikk og ideologier er viktige for “alle”.
- Utover 90-tallet: Partiene gradvis mer like. Ideologiene viker for pragmatikk. folk forlater de store gruppene og blir mer fragmenterte. Partiene klarer ikke holde på velgerne sine på samme måte som før, fordi folk slutter å bry seg om partipolitikk til fordel for enkeltsaker, som utbyggingen av strømmaster I Hardanger. Denne saken er en god illustrasjon på dagens samfunnsstrømninger, fordi folk aksjonerer mot kabler, samtidig som de jubler for langt større naturinngrep I form av brobygging. Legg også merke til hvordan man på 50-tallet inkluderte riving av natur som en positiv ting, mens I 2010 brukes det samme virkemiddelet for å skremme oss. For oss som liker historie er dette et interessant sidespor.
- This is especially true for the younger generation “Y”, who have grown up with the Internet and are used to accessing different sources, customizing their information input and disregarding the things they don’t care about. This is not necessarily a good turn of events if you believe in the nation state.
- Genre: Content (themes and topics), form (linguistic features), tech. functionality. Genre repertoire: A set of genres used within a community, provides insights into communicative practices of the community.