Gerda Füricht-Fiegl: Politische Kommunikation bei Wahlkämpfen zum Europäischen Parlament
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Transcript of Gerda Füricht-Fiegl: Politische Kommunikation bei Wahlkämpfen zum Europäischen Parlament
PhD Colloquium CeDEM 2013
Political communication in election campaigns for
the European Parliament
Comparison na8onal elec8on campaigns in Austria with the campaign for the European Parliament
focus today: Social Media in elec2on campaigns using the
example of regional elec2ons in Lower Austria 2013
Gerda Füricht-‐Fiegl, MSc 24th May 2013, Donau-‐Universität Krems
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Mo2va2on
• Disserta2on at the Andrássy University Budapest within the program „future of democracies in EU-‐rope“ in coopera2on with netPOL
• Time: February 2013 – February 2016 • Frame for the topic:
• Na2onal elec2ons in Austria – September 2013 • Elec2ons European Parliament (EP) – May 2014
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Star2ng posi2on
• Elec2on campaigns for the EP are seen as „elec2ons of second choice“-‐ poten2al reasons • Low interest on EU topics within the popula2on • Less prominent poli2cians • Low interest of the par2es thereselves -‐> argumenta2on in circle: Massmedia, par2es, voters -‐> the key: Involvment -‐ European public
• Chance of crises – further EU-‐integra2on? • New „rules“ a\er treaty of lissbon
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Research ques2on
„Which mechanism of poli8cal communica8on at na8onal elec8on campaigns – using the example of na8onal elec8ons in Austria – are applicable for elec8on campaigns for the European Parliament and which mechanism are just used on a European level?“ Subques2on: „Are cross-‐na2onal lists of candidates a perspec2ve in poli2cal communica2on?“
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Fields of theory
• European Public • Advanced Europeaniza2on in terms of economy -‐ less
concerning European Public • reasons and consequences for EU-‐communica2on
• Elec2on research • Michigan School – social pscychological iden2fica2on
approach – focusing on individuum and personal decision
• Poli8cal Communica8on – focus elec8on campaigns
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Poli2cal Communica2on at elec2on campaigns • Poli2cal campaigns – in comparison to PR-‐campaigns
• e.g. Aims, Strategies, Targe2ng, Messaging • Role of massmedia
• Rela2onship Media – Poli2cs • Journalist as a Gatekeeper – Posi2on is changing?
• Relevance of Social Media for poli8cal communica8on in general and specially for elec8on campaigns
• In terms of EU-‐level • Na2onal or regional level
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Example: Social media (SOM) at a regional elec2on campaign Elec2on campaign for the regional elec2on in Lower Austria (Niederösterreichische Landtagswahlen) on 3rd March 2013 • Ques8ons • Do par2es use Social Media for their elec2on campaign? • Which Social Media / channels are used mainly? • How do they use the Social Media? • Details • Time: 15.2.2013 (= official beginning of campaign from ÖVP
and Team Stronach) 2ll 3.3.2013 (elec2on day) • Analysed par2es: ÖVP, SPÖ, FPÖ, Grüne, Team Stronach • Analysed channels: homepages, facebook, twiner, flickr
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criteria ÖVP SPÖ FPÖ Grüne Team Stronach
Using SOM x x Not on a regional level
x x
Channels all* all Only Homepage on a reg. Level
all all
Likes on f (27.2.)
9.200 2.825 -‐ 577 8.198
Specials just in SOM
Erwinize me Reime für Erwin
-‐ -‐ -‐ Best of Frank
Personal-‐isa2on
x – Pröll campaign
x -‐ x X (Frank Stronach)
8 *all means: homepages, f, twiner, flickr
Method for the disserta2on
1. Theory 2. Secondary analysis 3. Qualita2ve Research – Interviews with experts 4. Quan2ta2ve Research – telephone survey
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Research
Qualita8ve research – Interviews with experts • Interviewpartners
• Elec2on campaign manager + external communica2on experts for the na2onal campaign as well as the EU-‐campaign
• Poli2cians: Austrian MEP´s + Austrian Poli2cians
Quan8ta8ve research – telephone survey • Telephone survey with 500 or 1.000 voters in Austria • Coopera2ons need to be checked
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Donau-‐Universität Krems:
+43 2732 893 2334 gerda.fuericht-‐fiegl@donau-‐uni.ac.at
Gerda Füricht-‐Fiegl, MSc
Thank you