Campaign Mobilization in the Social Media Era: To what extent are Digital Tools changing the quality and quantity of Party Contacting in Elections?

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The central objective of this research collaboration is to further our understanding of how the quality, quantity and effects of campaign contacting are changing as a result of the use of social media by parties, candidates and their supporters. Specifically, we advance the argument that online tools are increasing not only the amount of contact that voters receive in elections encouraging them to vote but also its mobilizing effects. We make this claim based on the viral properties of the digital medium and its increasingly socially networked basis which make contact faster, more widespread and more likely to be mediated through friends and family. We investigate these propositions using cutting edge methodologies and a range of existing and new election survey data from the U.S. and UK that measures the incidence of different forms of voter contact in these countries during their most recent national elections. The work is highly significant given the concerns that have been raised over falling rates of voter turnout and attachment to parties and politicians within Western Democracies and the U.S. and UK in particular. Based on our findings we will be able to provide new systematic insights for academics and practitioners into the extent and effectiveness of traditional versus new online forms of voter contacting, and what works best to stimulate political engagement. The comparative element of the research is useful in that it will allow us to also examine whether the context and particularly nature of elections and party system affects the rate and impact of these contacts. Beyond its substantive significance the project is important in extending the PI's current ESRC funded comparative study of online election campaigns and participation. In particular it brings additional methodological skills and expertise in analysis of U.S. National election study data from the U.S. to the project, allowing the PI and the international CI to work together on a cutting edge paper for publication and a follow up grant application. The practical implications of the work are notable in that it will provide the first systematic comparative insight into the effectiveness of online and offline contacting by parties and candidates' during elections and also demonstrate the extent and value of secondary contacts across informal social networks. This will be of benefit to those working on election campaigners as well as other types of public outreach and communication efforts. Finally, given the strong overlap in the research agenda of the U.S. CI and scholars and students at the Institute for Social Change (ISC) and the Democracy Citizens and Elections Research Network (DCERN) at the University Manchester, the collaboration is expected to yield extensive benefits in terms of providing advice, feedback and the building of links with the CI's joint Research Centre with North Carolina on American Politics (DUNC).