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

社交媒体时代的竞选动员：数字工具在多大程度上改变了选举中政党接触的质量和数量？

基本信息

批准号：
ES/J019453/1
负责人：
Rachel Gibson
金额：
$ 2.9万
依托单位：
University of Manchester
依托单位国家：
英国
项目类别：
Research Grant
财政年份：
2013
资助国家：
英国
起止时间：
2013 至无数据
项目状态：
已结题

来源：
https://gtr.ukri.org/projects?ref=ES%2FJ019453%2F1
关键词：
Campaign Mobilization Social Media Era

项目摘要

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).

这项研究合作的核心目标是进一步了解竞选联系的质量、数量和效果如何因政党、候选人及其支持者使用社交媒体而发生变化。具体来说，我们提出这样的观点：在线工具不仅增加了选民在选举中接触的数量，鼓励他们投票，而且还增加了其动员效应。我们提出这一主张是基于数字媒体的病毒特性及其日益社交化的网络基础，这使得联系变得更快、更广泛，并且更有可能通过朋友和家人进行中介。我们使用尖端方法以及来自美国和英国的一系列现有和新的选举调查数据来调查这些主张，这些数据衡量了这些国家在最近的全国选举期间不同形式的选民接触的发生率。鉴于人们对西方民主国家（尤其是美国和英国）选民投票率下降以及对政党和政客的依恋度下降表示担忧，这项工作非常重要。根据我们的研究结果，我们将能够为学者和从业者提供新的系统见解，了解传统与新的在线选民联系形式的范围和有效性，以及什么最能刺激政治参与。研究的比较元素是有用的，因为它将使我们能够检验选举和政党制度的背景和特别性质是否会影响这些接触的速度和影响。除了其实质性意义外，该项目对于扩展 PI 目前由 ESRC 资助的在线选举活动和参与的比较研究也很重要。特别是，它为该项目带来了分析美国全国选举研究数据的额外方法技能和专业知识，使 PI 和国际 CI 能够共同撰写前沿论文以供出版和后续拨款申请。这项工作的实际意义值得注意，因为它将首次系统地比较洞察政党和候选人在选举期间线上和线下接触的有效性，并展示非正式社交网络中二次接触的程度和价值。这将有利于竞选活动人员以及其他类型的公共外展和沟通工作。最后，鉴于美国孔子学院与社会变革研究所 (ISC) 和曼彻斯特大学民主公民与选举研究网络 (DCERN) 的学者和学生的研究议程高度重叠，此次合作预计将在提供建议、反馈以及与孔子学院与北卡罗来纳州美国政治联合研究中心 (DUNC) 建立联系方面产生广泛的好处。