Publicação
Politicising Platform, or Another Campaign Tool: Locality-Related Differences in the Perception of Facebooks Role in Pre-Election Period
| Resumo: | In recent years, Facebook has become a regular part of political campaigning and as such a subject of an extensive research. Yet relatively few studies have focused on audience perspective and the perception of Facebook in campaigns. The aim of this explorative study is to contribute to this area; it compares perceptions of Facebooks role in a campaign held before communal elections in two localities in the Czech Republic. Based on qualitative data from diary research and semi-structured interviews, it discusses the role of communication context (especially the character and diversity of local information channels) in the perceived position and influence of Facebook in the pre-election period. The results show that both Facebooks role and influence can be understood quite differently, depending on the character of communication platforms used in the campaign. The study also analyses peoples expectations of the social media site, which in turn may lead to certain disillusionment as to the character (especially interactivity) of the campaign and, consequently, politics in general. |
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| Autores principais: | Hájek,Roman |
| Assunto: | Facebook media perception media use election diary research |
| Ano: | 2018 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Fundação para a Ciência e Tecnologia |
| Idioma: | inglês |
| Origem: | SciELO Portugal |
| Resumo: | In recent years, Facebook has become a regular part of political campaigning and as such a subject of an extensive research. Yet relatively few studies have focused on audience perspective and the perception of Facebook in campaigns. The aim of this explorative study is to contribute to this area; it compares perceptions of Facebooks role in a campaign held before communal elections in two localities in the Czech Republic. Based on qualitative data from diary research and semi-structured interviews, it discusses the role of communication context (especially the character and diversity of local information channels) in the perceived position and influence of Facebook in the pre-election period. The results show that both Facebooks role and influence can be understood quite differently, depending on the character of communication platforms used in the campaign. The study also analyses peoples expectations of the social media site, which in turn may lead to certain disillusionment as to the character (especially interactivity) of the campaign and, consequently, politics in general. |
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