2014
DOI: 10.1080/19331681.2014.899176
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Poland’s 2011 Online Election Campaign: New Tools, New Professionalism, New Ways to Win Votes

Abstract: This paper analyses the use of the online environment within the context of the Polish parliamentary election of 2011. Using traditional methods of content analysis we find that parties tend to adhere to a professionalised model of campaigning, adapting online tools to suit the objectives of the campaign. There also appears to be a recognition that their most likely visitors would be converts and so they attempt to mobilise supporters rather than convert browsers. New parties and candidates are more likely to … Show more

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Cited by 51 publications
(39 citation statements)
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“…A growing body of research gives insight into which politicians are most likely to use social media in their campaign and for what purpose Facebook and Twitter are used (e.g. Baxter and Marcella, 2012; M a n u s c r i p t 4 Enli and Skogerbø, 2013;Graham et al, 2013;Jackson and Lilleker, 2011;Klinger, 2013;Koc Michalska et al, 2014;Lassen and Brown, 2010). Central in these studies is the question whether campaign strategies are adapted to the technical and social characteristics of these new media.…”
Section: Introductionmentioning
confidence: 97%
“…A growing body of research gives insight into which politicians are most likely to use social media in their campaign and for what purpose Facebook and Twitter are used (e.g. Baxter and Marcella, 2012; M a n u s c r i p t 4 Enli and Skogerbø, 2013;Graham et al, 2013;Jackson and Lilleker, 2011;Klinger, 2013;Koc Michalska et al, 2014;Lassen and Brown, 2010). Central in these studies is the question whether campaign strategies are adapted to the technical and social characteristics of these new media.…”
Section: Introductionmentioning
confidence: 97%
“…It is possible that our findings represent a general campaign effect rather than a specific online campaign effect. A professional, interactive Web site may be informative about the general organization of the election campaign at the local level and may thus be a good indicator of the general professionalization of the campaign (D'Alessio, 1997; Gibson & McAllister, 2006;Koc-Michalska, Lilleker, Surowiec, & Baranowski, 2014;Kruikemeier, 2014;Vliegenthart &Van Noort, 2010). Considering all the elements and aspects of a political campaign, it is difficult to isolate the impact of only online media and/or its interactivity.…”
Section: Conclusion and Discussionmentioning
confidence: 99%
“…Several studies deal with individual candidates, but often only with a subset of them such as the top-or high-ranking contenders (e.g., Koc-Michalska et al, 2014), the "direct candidates" in mixed-member electoral systems as, for example, in Germany (Kunze, Bauer, & Becker, 2011;Marcinkowski & Metag, 2014) or the members of parliament (e.g., Haleva-Amir, 2011; Koop & Marland, 2012;Lindh & Miles, 2007;Vicente-Merino, 2007). Naturally, these kinds of studies cannot analyze the impact of important factors such as the candidate's list position, the type of candidacy in mixed-member systems, or the role of incumbency.…”
Section: The Prominence Of Online Campaigningmentioning
confidence: 99%