General Online Research Conference GOR 14, 5-7 March 2014 Cologne University of Applied Sciences, Germany Pawel Kuczma, Institute of Journalism, University of Warsaw Influence of internet and social media on citizens’ political choices Contact:

Influence of internet and social media on citizens’ political choices Paweł Kuczma, Institute of Journalism University of Warsaw Graphic source: GOR 14, 5-7 March 2014 Cologne University of Applied Sciences, Germany

The purpose of this study: 1) The main objective of this study was to diagnose correlation between internet and social media usage and their influence on political choices of citizens in democracy. 2) Strenghtening the methodology of previous researches conducted on online population The research hypothesis: Online media, including social media, have significant influence on political choices made by citizens. Study Details - Methodology

This CAWI quantitative research N: 1068 adults (aged 18-65) in Poland. Timing: June 2013 Research tool: SW Research ( Questions regarding: - internet incl. social media usage patterns, - online and away from keyboard public participation levels, - influence of media and other tools of political influence on political choices.

Declarated turnout vs. real Presidential Election 2010 Source: State Electoral Comission Declarative voters turnout for internet users seems to much higher than the real one and than the level of declarative turnout before the election for internet users and non-users for both presidential…

Declarated turnout vs. real General Election 2011 Source: State Electoral Comission …and general elections

Video is the most influential amont all types of content And pictures text articles was declared the least influential

Media with the biggest influence on electoral choices Source: State Electoral Comission Only TV has higher influence on election choices than internet

Research Results This study confirmed that internet and social media have significant influence on citizens’ political choices and underline factors and tools which are the most influential. It proved that citizens using internet are more likely to vote in real-life election than average citizens. They are more likely to participate in online public activities than in those away from keyboard (as some say: in real-life). Research also brings details on types of media and types of content which have the biggest influence on citizens’ political choices. They are: forums, comments below articles and post in social networking sites such as Facebook.com or NK.pl (second biggest social networking site in Poland). Much lower influence were assigned to blogs. Online videos, podcasts and pictures had much bigger influence on political choices than texts.

Added Value This research helps to find arguments in discussion on online forms of political participation such as e.g. casting a vote online (which is still not possible in many countries including Poland). It shows which tools are the most influential and can be used to increase public interest in certain public issues or people. It also confirms the value of research conducted in social media and internet in general.

Thank you Danke Schön Paweł Kuczma