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首页> 外文期刊>Information Communication & Society >Campaigning in the fourth age of political communication. A multi-method study on the use of Facebook by German and Austrian parties in the 2013 national election campaigns
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Campaigning in the fourth age of political communication. A multi-method study on the use of Facebook by German and Austrian parties in the 2013 national election campaigns

机译：在政治传播的第四时代进行竞选。关于德国和奥地利政党在2013年全国大选中使用Facebook的多方法研究

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摘要

Starting from the contribution to the discussion on a fourth age of political communication, here we argue that, as a consequence of how the Web 2.0 has changed political campaigns, the theoretical time-bound three-phase models of political campaigning must be reconsidered. We propose four ideal campaign types based on their ideal-typical target audience: partisan-, mass-, target group-and individual-centered campaigns. In reality, each campaign combines elements of all types. To examine this mixture empirically, we apply a most similar systems design and investigate five German and six Austrian parties' use of Facebook in the 2013 national election campaigns. On the basis of face-to-face interviews with the campaign managers and a quantitative content analysis of the respective parties' Facebook pages, we analyze how parties used Facebook as a campaigning tool to inform, interact with, and mobilize voters, as well as which target audiences they addressed. We find that, although the campaign managers declare Facebook their most important Web 2.0 campaigning tool, the German and Austrian parties did not make use of Facebook's interactive and mobilizing potential, rather relying on mass-centered information, possibly due to the framework conditions in both countries. Based on our findings, we conclude that the role of context for election campaigning should be discussed more carefully.
机译：从对第四个政治传播时代的讨论的贡献开始，在这里我们认为，由于Web 2.0如何改变了政治运动，因此必须重新考虑理论上有时间限制的政治运动的三个阶段模型。我们根据理想的典型目标受众提出四种理想的运动类型：以党派，群众，目标群体和个人为中心的运动。实际上，每个运动都结合了所有类型的元素。为了从经验上检验这种混合，我们采用了最相似的系统设计，并调查了5个德国和6个奥地利政党在2013年全国大选中的Facebook使用情况。根据与竞选经理的面对面访谈以及对各政党Facebook页面的定量内容分析，我们分析了政党如何利用Facebook作为竞选工具来告知，互动和动员选民，以及他们针对哪些目标受众。我们发现，尽管竞选经理宣布Facebook是他们最重要的Web 2.0竞选工具，但德国和奥地利政党并未利用Facebook的互动和动员潜力，而是依靠以大众为中心的信息，这可能是因为两者的框架条件国家。根据我们的发现，我们得出结论，应更仔细地讨论选举竞选背景的作用。

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