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'Show me the money and the party!' - variation in Facebook and Twitter adoption by politicians

机译：“给我看钱和聚会！” -政治家采用Facebook和Twitter的方式有所不同

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摘要

Our study explores the adoption of Facebook and Twitter by candidates in the 2013 German Federal elections. Utilizing data from the German Longitudinal Election Study candidate survey fused with data gathered on the Twitter and Facebook use of candidates, we draw a clear distinction between Facebook and Twitter. We show that adoption of both channels is primarily driven by two factors: party and money. But the impact of each plays out differently for Facebook and Twitter. While the influence of money is homogenous for Facebook and Twitter with the more resources candidates have, the more likely they are to adopt, the effect is stronger for Facebook. Conversely, a party's impact on adoption is heterogeneous across channels, a pattern we suggest is driven by the different audiences Facebook and Twitter attract. We also find candidates' personality traits only correlate with Twitter adoption, but their impact is minimal. Our findings demonstrate that social media adoption by politicians is far from homogenous, and that there is a need to differentiate social media channels from one another when exploring motivations for their use.
机译：我们的研究探讨了2013年德国联邦选举中候选人对Facebook和Twitter的采用。利用来自德国纵向选举研究候选人调查的数据与在Twitter和Facebook上使用候选人收集的数据相融合，我们在Facebook和Twitter之间做出了明显区分。我们表明，两种渠道的采用主要受两个因素驱动：聚会和金钱。但是，两者对Facebook和Twitter的影响各不相同。尽管金钱的影响对于Facebook和Twitter而言是同质的，候选人拥有的资源越多，他们采用的可能性就越大，对Facebook的影响就越大。相反，在不同渠道上，一方对采用的影响是不同的，我们建议这种模式是由Facebook和Twitter吸引的不同受众驱动的。我们还发现候选人的人格特征仅与Twitter的采用相关，但对其影响微乎其微。我们的发现表明，政客对社交媒体的采用远非同质，并且在探索使用社交媒体的动机时，有必要将社交媒体渠道彼此区分开。

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  • 来源
    《Information Communication & Society》 |2018年第8期|1031-1049|共19页
  • 作者

    Stephen Quinlan; Tobias Gummer; Joss Roßmann; Christof Wolf;

  • 作者单位

    Department of Monitoring Society and Social Change, GESIS - Leibniz Institute for the Social Sciences, Mannheim, Germany;

    Department of Monitoring Society and Social Change, GESIS - Leibniz Institute for the Social Sciences, Mannheim, Germany;

    Department of Data Archive for the Social Sciences, GESIS - Leibniz Institute for the Social Sciences, Mannheim, Germany;

    GESIS - Leibniz Institute for the Social Sciences, University of Mannheim, Mannheim, Germany,Department of Sociology, University of Mannheim, Mannheim, Germany;

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  • 原文格式 PDF
  • 正文语种 eng
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  • 关键词

    Social media; politics; media studies; Facebook; Twitter; heterogeneity of social media;

    机译：社交媒体;政治;媒体研究;脸书;推特;社交媒体的异质性;

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