 My thesis: Is a study of the adoption, implementation and organisational implications of Web usage at the local level in the 2010 UK general election.

Slides:



Advertisements
Similar presentations
Reflections on the use of online focus groups in housing research Dr Tom Moore and Dr Kim McKee Centre for Housing Research, University of St Andrews Housing.
Advertisements

It has taken an entire semester to uncover the definition… lets see what it has come to…
Readings: Dalton and Wattenberg CH 2-4 Reserves: Mair et al. pgs
Influences on Voting behaviour
Daisy Newbold-Harrop I am standing as a candidate for the Bristol Youth Select Committee because… As an aspiring politician, I believe I can bring an inspired.
Benefits and Challenges of University - Industry Interactions: A Critical Perspective Jeremy Howells, Ronnie Ramlogan and Shu-Li Cheng Manchester Institute.
Essentials of Marketing 13e
User Involvement Statistics Iceland’s Experience Nordic Statistical Conference August 2010 Heiðrún Sigurðardóttir Þorbjörg Magnúsdóttir.
Consumers & Online Privacy: Agenda Background and objectives General attitudes to the internet Attitudes to online data and privacy Attitudes to.
Exam feedback DO NOW Play the game of political Jeopardy by trying to work out the key term from its definition. You must rely on your memory. Do not consult.
Hearst digital: We Know Women Online. Online Survey Ran 7 th July to 6 th August 40 questions across 5 key insight areas Sample 4566 Methodology Cosmopolitan.
Human Rights in the Digital Era Conference Net Neutrality Policy in the UK & the Citizen’s Interest in Neutral Networks Giles Moss Institute of Communications.
Stephen Ward & Rachel Gibson Oxford Internet Institute, University of Oxford ACSPRI Centre, Australian National University Parties and the Virtual Campaign:The.
The State of the Internet and Politics, 2010 Overview of Pew Internet Project Research DCI Group April 14, 2011.
Divided Youth in the Digital Age: Two Paradigms of Citizen Identity ~ Lance Bennett Center for Communication and Civic Engagement University of Washington,
1 Why consumers use and do not use technology-enabled services By R. H. Walker and L. W. Johnson Presented by (student name) Article 25.
Equality Information and Tenant Satisfaction Adam Payne, ARP Research 11 October 2012.
2007 ENA Membership Needs Assessment Presentation of Key Findings and Strategic Implications Prepared and Presented by Stuart Meyer, Marketing Membership.
Customer Satisfaction Research Produced for: Raven Housing Trust – November 2012 Presented by Emma Hopkins Customer Satisfaction Research Produced for:
Margaret J. Cox King’s College London
Elections in the Internet Age. Overview Television Dominated Politics Internet Effects –Usage –Coverage –Impact Media Content.
Have you joined a social network?. Are you on Facebook?
Impact Evaluation in the Real World One non-experimental design for evaluating behavioral HIV prevention campaigns.
An examination of candidate-level campaign spending by the three major parties? University of Edinburgh, Challenges to Campaigning Conference Chris Terry.
Tools in Media Research In every research work, if is essential to collect factual material or data unknown or untapped so far. They can be obtained from.
Political Participation You can be involved with Politics through any of the following:- Standing for election Joining a political party and attending.
電管碩一 R 凌伊亭 Social Media Use In a Mobile Broadband Environment : Examination of Determinants of Twitter and Facebook Use International Journal of.
WORLD INTERNET PROJECT NEW ZEALAND 2007 Benchmark Survey findings PRINZ Webinar 12:30pm 25 September Allan Bell Charles Crothers Ian Goodwin Karishma Kripalani.
© Dr V.Kumar V. Kumar PROFITABLE CUSTOMER ENGAGEMENT Concepts, Metrics & Strategies.
Liverpool John Moores University Student Sustainable Travel Marketing Campaign.
The Societal Acceptance of Online Degrees in the Arab World: Evidence from Two Countries Dr. Alaa Sadik, Sultan Qaboos University Sultanate of Oman
Elites and E-democracy: MPs, Representation and ICTs Stephen Ward Oxford Internet Institute University of Oxford
Voting behaviour Joan Garrod FOTOLIA. Voting behaviour Falling turnout Politicians from all parties are increasingly concerned by the falling turnout.
The e-tailing group/PowerReviews 1 st Annual Community and Social Media Survey Prepared by the e-tailing group September, 2009.
APACE: March 2012 Democratic Implications of Elected PCCs.
Why Wales Said Yes The 2011 Referendum Roger Scully Aberystwyth, 24 th June 2011.
Government IT Professionals Online Survey Results FINAL REPORT September 2010.
Public discharge, but private gate-keeping: do we need to examine the role of credit scoring? Damon Gibbons.
Public Opinion Part II. What Moves Public Opinion? Real world events (wars, economic factors, various salient issues) Personal Experience? Elite Discussion.
Higher Revision Essay Plans Evaluate the range of factors which can influence voting behaviour Discuss. 20 marks Answers should feature developed,
EDTECH Module 7 Technology Survey by J.D. Winterhalter.
Sales & Marketing Session 3
WRIT 1122 Faculty meeting September 23, Satisfaction with goals and features  The survey results showed that faculty are satisfied overall with.
How influential are political campaigns? DO NOW This is an invoice for £114,956 sent by Facebook to the Conservative Party for online marketing in December.
The Development and Validation of the Evaluation Involvement Scale for Use in Multi-site Evaluations Stacie A. ToalUniversity of Minnesota Why Validate.
Public Opinion and Political Action Chapter 6. Introduction Public Opinion –The distribution of the population’s beliefs about politics and policy issues.
Public Opinion and Political Action. Introduction Public Opinion – The distribution of the population’s beliefs about politics and policy issues. Demography.
Why we got involved Background of impact work at Exeter – Primary focus on individual and social impact of student engagement Preparation of charity registration.
Public Opinion and Democracy A key goal of the Framers was to give people an active voice in government. Another goal of the Framers was to protect government.
WEEK 5 – ARE POLITICAL PARTIES IN BRITAIN BECOMING OBSOLETE?
Citizen of Edmonton Findings: Edmonton Public School Board Preference Measurement April 14, 2008 Public Presentation EPSB Board Meeting.
Unit F: Mass Media Chapter 8 / Section 2 Measuring Public Opinion.
Old Wine in New Bottles?. Finland vs US 1999 Internet Campaiging Traditional Paradigm changing –Candidate, Media, Voter Understand who was using websites.
DIFUSSION: Communications and Change Agents. Though Questions 1. What percent of you school and professional time is spent working with or communicating.
Measuring Well-being October 2011 OSI Education Programme workshop Charles Seaford Head of the Centre for Well-being, new economics foundation.
CHANGE READINESS ASSESSMENT Measuring stakeholder engagement and attitude to change.
The Deliberative Democracy Consortium The big picture: Two impacts of the Internet 1.Empowering individual citizens (web, – wrapped up in other.
The effects of using Facebook and Twitter on candidates’ electoral success The case of the German Federal Election 2013 Joss Roßmann, Tobias Gummer, &
Overall NSW Health 2011 YourSay Survey Results YourSay - NSW Health Workplace Survey Results Presentation NSW Health Overall Presented by: Robyn Burley.
Executive Search - 1 The Future Market of Executive Search Firms Qualitative Search May 2010.
Social media in election campaigns: Different channels, different patterns? Stephen Quinlan, Tobias Gummer, Joss Roßmann, and Christof Wolf GESIS – Leibniz.
Britain Says NO: Voting in the 2011 AV Ballot Referendum Paul Whiteley Harold Clarke David Sanders Marianne Stewart.
THE SADC GENDER PROTOCOL SUMMIT 2014 FIFTY/FIFTY AND THE POST 2015 ( May 2014, Kopanong Hotel, Johannesburg, South Africa) Tsitsi Mhlanga 50/50 BY.
Public Opinion and Political Action
KiVa: An evidence–based programme
Higher Essay Voting Behaviour.
Caitlin Milazzo University of Nottingham Jesse Hammond
Elections and Campaigning
You must be able to explain the definition of this word to the class!!
Political Parties and Elections
Presentation transcript:

 My thesis: Is a study of the adoption, implementation and organisational implications of Web usage at the local level in the 2010 UK general election  This presentation: Focuses on the first two chapters of my thesis dealing with the adoption of web campaign tools and how they are used

 Political parties  Declining membership (Katz & Mair, Mass & Bizen)  Catch All/Electoral Professional parties (Kircheimer, Panebianco)  The end of linkage?  Campaigns  The arrival of political marketing  Professionalization and modernisation (Green & Smith, Gibson & Rommele, Norris)  Why get involved?

 Can technology offer a solution?  Internet and Democracy: Rheingold, Negroponte, Toffler, Castells  Party organisational change  The Cyber-party (Margetts)  The Network Party (Heidar & Saglie)  Organisational hybridity (Chadwick)  What about campaigns?

 We are living in a post-Obama environment, 2008 a perceived watershed  Emergence of Web 2.0  Highly interactive, based on the ‘architecture of participation’  In the UK 2010 campaign most often represented by Facebook and Twitter  Easy/free to use  So are we moving towards more connected campaigns in the UK?

 Three things we need to know about the use of Web Are campaigns using it? TOOLS 2. If so how are they using it? BEHAVIOUR 3. What kind of campaign organisation is it supporting? ORGANISATION  Today I am focussing on questions one and two

 Campaigns unlikely to be uniform, need a framework to distinguish between them  Need a socially determined reason to adopt online campaign techniques, reject a purely technologically determinist stand point  Adopted Fisher and Denver (2009) indices, sees campaigns as being traditional and modernised to various degrees

 A heuristic device  Traditional campaigns  Emphasise techniques such as doorstep canvas and distribution of leaflets  Rely on building local networks of supporters, face-to-face or retail politics  Do not have access to political marketing tools, likely to be low priority receive little scrutiny  Modernised campaigns  Emphasise techniques such as direct mail and telephone canvassing  Rely on marketing techniques to deliver votes  With access to money and advanced techniques comes greater scrutiny  NOT mutually exclusive

 H1 traditional campaigns are likely to make more use of social media and be more interactive  H2 modernised campaigns are likely to make less use of social media and be less interactive  H3 combined campaigns are likely to make less use of social media and be less interactive  H4 low activity campaigns are less likely to make use of web campaign techniques overall

 Party affiliation  Different parties have different propensity to campaign online  Campaign status  Incumbent candidates, marginal candidates  The digital divide in constituencies  Some constituencies less likely to be online  The digital divide in candidates  Some candidates less likely to be online

 Want to know the extent to which campaigns adopted online tools  Data comes from 2010 Electoral Agent Survey  1079 cases across England, Scotland and Wales  Established survey, basis for original measures of traditional and modern, although these could not be replicated  Good for measures of campaigning, but less so for candidate specific measures

Reference category: No Web Pseudo R Log likelihood * p<.1 **p<.05 ***p<.01

 Conventional  Traditional and modern indices remain significant  All parties less likely to engage in conventional campaigns than Conservatives  % pop no qualifications negative effect  Social (small n)  Traditional campaign index positive effect  Hybrid  Both traditional and modern indices positive effects  Nationalists less likely to engage in hybrid only campaigns than Con, others no effect  % pop no qualifications negative effect  Younger and female candidates also more likely to adopt hybrid (CCS model)

 So it seems like that the kind of campaign activity engaged in has little impact on the kind of online campaign tools adopted  But what about the adoption of online campaign behaviours?  Data comes from content analysis of campaign websites in the NW of England during 2010 campaign  Addresses three kinds of interactive behaviours public dialogue, potential dialogue and site-based interactivity

 But  Not easy to analyse these measures individually  Lack of variation in the sample  To get around this I created an aggregate measure of interactivity  Based on regression scores from Principal Components Analysis

* p<.1 **p<.05 ***p<.01

 BUT  When other contextual variables are added in the significance of this disappears  Only significant result in the wider model concerns incumbent candidates (much less interactive) except where they are in marginal seats (more interactive)  Different approach to analysis and incorporate candidate level data

 Good reason to think that interactivity isn’t driven by the external factors represented here  Anecdotal evidence shows candidates often struggle to justify why they went online  Online campaigns often seem driven by circumstantial factors e.g. an affinity for tech  ‘I don’t like technology for technologies sake, but I do like what it can do and I enjoy working with technology, just because it’s a fun way of communicating with people.’  Candidate for campaign E, traditional/hybrid/interactive  Surveys do not cover this level of detail

 Are campaigns using Web 2.0?  Yes, very much so  50% of campaigns report using both social media and conventional websites  Use is driven equally by traditional and modern campaign techniques – intensity  Use also driven by age, gender, party affiliation and incumbency  However – large amounts of variation remain unexplained

 How are Web 2.0 tools being used?  Public dialogue very rare  Admittedly a high threshold for interactivity  Potential dialogue far more common but harder to measure  Site-based interactivity also common, campaigns able to bring a level of sophistication to sites beyond brochure-ware  Haven’t been able to analyse the drivers yet but interview data suggests that these may be attitudinal/difficult to measure

 H1 traditional campaigns are likely to make more use of social media and be more interactive NOT SUPPORTED  H2 modernised campaigns are likely to make less use of social media and be less interactive NOT SUPPORTED  H3 combined campaigns are likely to make less use of social media and be less interactive NOT SUPPORTED  H4 low activity campaigns are less likely to make use of web campaign techniques over all SUPPORTED

 Final question remains, what kind of campaign organisation is Web 2.0 supporting?  Networked party models v Managed citizens  Framing analysis based on CCS data e.g. attitudes towards democracy or party organisation and adoption of Web 2.0 tools  Largely going to be based on interview data  Already uncovered some interesting case studies

 Any questions?  Feedback welcome