Strategic, Structural, and Individual Determinants of Online Campaigning in German Elections

Strategic, Structural, and Individual Determinants of Online Campaigning in German Elections
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德国选举中在线竞选活动的战略、结构和个人决定因素

DOI：
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发表时间：
2012
期刊：
影响因子：
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通讯作者：
Frank Marcinkowski
Frank Marcinkowski
中科院分区：
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文献类型：
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作者：
Julia Metag;Frank Marcinkowski

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本文分析了各种战略、结构和个人因素，这些因素解释了德国在线竞选活动的使用，并比较了它们在国家、州和地方选举中作为解释变量的相对重要性。基于对2009年和2010年三次德国选举（国家、州和地方各级）候选人的调查，结果表明，战略和结构变量，如政党成员或优柔寡断选民的认知份额，最能解释在线竞选。在州和地方层面的一些案例中，与互联网相关的观念是可以解释的；如果候选人认为其他候选人在网上竞选，他们就会觉得有义务在竞选期间使用网络媒体。然而，真正的政治预测在联邦各级仍然非常重要。
This article analyzes various strategic, structural, and individual factors that explain the use of online campaigning in Germany, comparing their relative importance as explanatory variables in national, state, and local elections. Based on candidate surveys of three German elections (at national, state, and local levels) in 2009 and 2010, the results show that strategic and structural variables, such as party membership or the perceived share of indecisive voters, do most to explain online campaigning. Internet-related perceptions are explanatory in a few cases at the state and local levels; if candidates think that other candidates campaign online they feel obliged to use online media during the election campaign. However, genuine political predictors are still very significant at all federal levels.