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AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION E-electioneering and E-democracy (Government 2.0) in Australia Studies of online citizen consultation and social.

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Presentation on theme: "AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION E-electioneering and E-democracy (Government 2.0) in Australia Studies of online citizen consultation and social."— Presentation transcript:

1 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION E-electioneering and E-democracy (Government 2.0) in Australia Studies of online citizen consultation and social media in the 2010 Australian federal election Professor Jim Macnamara PhD, MA, FPRIA, FAMI, CPM, FAMEC

2 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION Australian federal election 2010 Macnamara, J., & Kenning, G. (2011). E-electioneering 2010: Trends in social media use in Australian political communication. Media International Australia, 139 [in print].

3 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION Methodology  Content analysis – quantitative and qualitative Number of social media types and sites Blog posts Facebook ‘friends’, ‘likes’, ‘Wall posts’, comments, notes Twitter ‘followers’, ‘following’, ‘tweets’ (broadcast, responses & coded) YouTube video uploads, channel visits, and views Other networks (e.g. LaborConnect, ‘ThinkTank’, etc)  Sample (quantitative) 206 re-standing Members of House of Reps and Senate 2 major political parties (Labor & Liberal)  Sample (qualitative) Top 10 most frequent tweeters and most ‘liked’/befriended Facebook sites E-ELECTION 2010

4 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION 2007 – 2010 comparison Social media20072010% change Personal Web site13715714.6% Twitter0929200.0% Facebook81461725.0% YouTube1334161.5% MySpace269-65.4% Blogs152993.3% Flickr09900.0% E-surveys247-70.8% E-petitions103-70.0% E-newsletter427885.7% Total online sites/activities275564105.1% E-ELECTION 2010

5 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION Politicians on Twitter E-ELECTION 2010

6 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION Top 20 politician tweeters E-ELECTION 2010

7 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION

8 Facebook page ‘likes’ & friends E-ELECTION 2010

9 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION Facebook page ‘likes’ & friends (Excl PM & ‘Rudd factor’) E-ELECTION 2010

10 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION Followers & following E-ELECTION 2010

11 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION Followers and following PoliticianTweetsFollowersFollowing 1. Malcolm Turnbull43926,94320,498 2. Scott Morrison1581,978166 3. Andrew Robb1421,6841,254 4. Tony Burke1343,107550 5. Kate Lundy1044,352720 9. Julia Gillard7543,53827,467 92. Tony Abbott219,08320 E-ELECTION 2010

12 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION Types of tweeting Politician ResponsesBroadcastsWhere am I?Attack on opponents * Malcolm Turnbull248191819 Scott Morrison331254819 Andrew Robb11411779 Tony Burke6568914 Kate Lundy28562211 Mathias Corman2244549 Julia Gillard1251204 * Attack on opponent by name or opposition policy combined. E-ELECTION 2010

13 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION ALP party use of social media PartySocial mediaContent & metricsSite ALPWeb site http://www.alp.org.au/home Labor TV (YouTube channel) 32 video uploads 230,171 channel visits 1,247,009 total views 42 nd most viewed in Aug http://www.alp.org.au/labortv Labor Blog32 posts http://www.alp.org.au/blogs/alp-blog Twitter account788 tweets in period 5,617 followers 4,203 following 1,735 total tweets http://twitter.com/australianlabor Facebook page3,467 ‘likes’ 75 wall posts 616 comments http://www.facebook.com/LaborConnect Labor ThinkTank308 ideas 315 comments http://thinktank.alp.org.au/issues Labor Connect2,936 members http://connect.alp.org.au MySpace23,505 friends 6 comments 0 blog posts since 25/07/07 http://www.myspace.com/officiallaborspace Flickr http://www.flickr.com/photos/juliagillard E-ELECTION 2010

14 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION Liberal party use of social media LIBWeb sitehttp://www.liberal/org.au Liberal.TV (YouTube channel) 9 video uploads 98, 373 channel visits 639,111 total views 83 rd most viewed in Aug Twitter account188 tweets in period 7,089 followers 6,645 following 1,985 total tweets http://twitter.com/liberalaus Facebook page16,450 ‘likes’ 35 wall posts 2,959 comments http://www.facebook.com/LiberalPartyAust ralia Flickrhttp://www.flickr.com/photos/tonyabbott E-ELECTION 2010

15 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION  Two-way – listening as well as talking  Dialogue  Conversations  Openness  Democratisation of the public sphere  PRACTICES of communication are changing/reverting – not just the technologies Web 2.0 / social media

16 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION E-democracy/Government 2.0  E-government – service delivery  E-democracy – consultation and engagement of citizens  UK Power of Information review (Mayo & Steinberg, 2007)  UK Digital Dialogues report (Miller & Williamson, 2008)  UK Power of Information Task Force (2009)  Australian Government 2.0 Taskforce (2009)

17 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION E-DEMOCRACY

18 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION Methodology  Depth interviews with architects of 11 federal departments and agencies involved in online citizen consultation Policy, IT, and communication staff  Content analysis of online citizen engagement sites AG’s national online human rights consultation DBCDE blog on digital economy DEEWR early childhood education consultation ATO Australian War Memorial Australian Museum  Participation (netnography) E-DEMOCRACY

19 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION Findings of analysis on online consultation  Lack of planning Clear objectives (not) Involve IT, policy and communication  Hijack by controversial issues and lobbyists  Limitations on meeting response time expectations  Poor design and navigation in some cases  Lack of resources to monitor and respond  Culture barriers (PS regulations, attitudes)  Language barriers  Focus on government hosted, not independent  Lack of sense-making tools (e.g. text analysis)  Communities of interest / practice E-DEMOCRACY

20 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION Findings of analysis on online engagement  Listening requires work  An architecture of listening Policies Resources Open culture Tools to monitor and analyse E-DEMOCRACY

21 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION  Will the conversation end in the ‘politics of peacetime’?  The future of ‘government 2.0’ and e-democracy? Where to now?

22 AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION T H A N K Y O U Peter Lang, New York (2010) http://bit.ly/21Cmediarevolution http://bit.ly/21Cmediarevolution Pearson Australia (2011)

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