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Political Campaigns and the Social Web Media

Political Campaigns and the Social Web Media. How do different media based on the Internet play a significant role in political campaigns for Canada federal election in May , 2011?. Jung-A English A2 SL. Learning Objectives.

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Political Campaigns and the Social Web Media

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  1. Political Campaigns and the Social Web Media How do different media based on the Internetplay a significant role in political campaigns for Canada federal election in May, 2011? Jung-A English A2 SL

  2. Learning Objectives • Students will understand how different social web media were used for the election campaign in Canada. • Students will be able to tell the strengths and weaknesses of social web media for politicians and the public. • Students will understand why it is important to beaware of the strengths and weaknesses of the Internet media and to have knowledge about the role of social web media.

  3. The Traditional Mass Media

  4. Internet Seemingly boundless information Regarded as less conservative and politically opinionated to certain parties

  5. Candidates So many Candidates! The Candidates in this lesson: Stephen Harper (Conservative) Jack Layton (New Democrat) Michael Ignatieff (Liberal) Gilles Duceppe (Bloc Quebecois) Elizabeth May (Green) James Hnatiuk (Christian Heritage) Anna Di Carlo (Marxist-Leninist) Dennis Young (Libertarian) Sinclair Stevens (Progressive Canadian) … and so forth Stephen Harper (The Conservative Party) Michael Ignatieff (The Liberal Party) Elizabeth May (The Green Party) Jack Layton (New Democratic Party)

  6. Candidates: From the left, Michael Ignatieff Elizabeth May Jack Layton Stephen Harper Camlot, Heather. Election Time. 4 Apr. 2011. 12 Apr. 2011. <http://www.workliveplaycafe.com/2011/04/election-time/>.

  7. Social Web Media Albaih, Khalid. "Social Media Venn Diagram." Wikipedia. 25 Apr. 2011. Web. 29 Apr. 2011. <http://en.wikipedia.org/wiki/File:SocialMediaVennDiagram.jpg>.

  8. Social Web Media YouTube and Twitter logos

  9. Political Advertising Techniques "Watching the Elections." Media Awareness Network. 19 Apr. 2011. <http://www.mediaawareness.com/english/resources/educational/lessons/secondary/advertising_marketing/watching_elections.cfm>. • Patriotism: The ad stresses the candidate’s love of and service to his/her country. • Gender: The ad presents the candidate as appropriately “manly” (or feminine) to make viewers trust him/her. • Family: The ad uses images of ideal families to give you a positive image of the candidate.  • Excitement: The ad tries to create a sense of energy and excitement around the candidate. • Bandwagon: The ad tries to create the impression that everybody already supports the candidate. • Put Downs: The ad insults the candidate’s opponent.  • Facts and Figures: The ad uses facts and statistics to support the candidate’s policies. • Just Folks: The ad portrays the candidate as a “regular guy” (or girl).  • Heart Strings: The ad tells a story that makes you feel good.  • Sounds Good: The ad uses music (with or without lyrics) to be memorable, entertaining and exciting.  • Integrity: The ad tries to convince you that the candidate is honest and trustworthy. • Fear: The ad tries to frighten you into voting for the candidate (or at least not voting for his/her opponent).

  10. Put downs Massive tax increases Reckless spending promises Stall, Kill, Threaten Unstable Coalition Hands off our democracy Outrageous A sense of mockery Harper Regime @M_Ignatieff. Web log post. Twitter.com. Web. 20 Apr. 2011. <http://twitter.com/#!/M_Ignatieff>. @pmharper. Web log post. Twitter.com. Web. 20 Apr. 2011. <http://twitter.com/#!/pmharper>.

  11. Excitement/ imperative language @jacklayton. Web log post. Twitter.com. Web. 20 Apr. 2011 <http://twitter.com/#!/jacklayton>.

  12. Just Folks content @ElizabethMay. Web log post. Tiwtter.com. Web. 20 Apr. 201. <http://twitter.com/#!/ElizabethMay>. @M_Ignatieff. Web log post. Twitter.com. Web. 20 Apr. 2011. <http://twitter.com/#!/M_Ignatieff>.

  13. Conservative Party of Canada. “Ignatieff’s Election”. Online posting. YouTube. Web. 22 Mar. 2011. 3 May 2011. <http://www.youtube.com/user/cpcpcc#p/u/0/BQhzBRuDXvM>.

  14. Real-time interactions

  15. Like Dislike

  16. Strengths • Public is able to get the abundant information about the candidates • Public can more actively participate in political campaigns • Real-time interactions • Public can get comprehensive data about the candidates’ policies and commitments • Great chance for the candidates who fails to spark much attention on the traditional mass media to present themselves • Candidates are able to approach the public more closely by portraying themselves as “regular guys”

  17. Weaknesses and limitations • Limited demographic of age 10~30 • Use of social web media has not been tested yet • How much is it effective? Does it really influence the voters?

  18. Influential? Experts say it’s unlikely social media will have any real impact. • A recent Cornell University and Yahoo! Research study • Twitter is dominated by a few. • The study said categories of Tweeters tended to follow their own kind However, • Queen's University film and media studies professor Sidneyeve Matrix said "This is still a niche communications tool but the people who are on it really matter because they are the influencers.”

  19. Why is this Important? • Its potential • Innovative • Young • connected • Wise use

  20. Bibliography Berger, Arthur A. Ads, Fads and Consumer Culture:Rowman & Littlefield Publishers, Inc, 2003. 87-99. Camlot, Heather. Election Time. 4 Apr. 2011. 12 Apr. 2011. <http://www.workliveplaycafe.com/2011/04/election-time/>. “Canada’s Social Media Monopoly Game Election 2011.” Canada Social Media News. 5 Apr. 2011. 12 Apr. 2011. <http://newsflavor.com/world/usa-canada/canadas-social-media-monopoly-game-election-2011-a-canada-news-report/>. Conservative. 2011. The Conservative Party of Canada. 20 Apr. 11. <http://www.conservative.ca/>. Conservative Party of Canada. “Ignatieff’s Election”. Online posting.Youtube. Web. 22 Mar. 2011. 3 May 2011. < http://www.youtube.com/user/cpcpcc#p/u/0/BQhzBRuDXvM>. Curry, Bill. “Canada’s first social media election is on, but will people vote?” The Globe and Mail. 27 Mar. 2011. 19 Apr. 2011. <http://www.theglobeandmail.com/news/politics/canadas-first-social-media-election-is-on-but-will-people-vote/article1959166/>. @ElizabethMay. Web log post. Tiwtter.com. Web. 20 Apr. 201. <http://twitter.com/#!/ElizabethMay>. "Green ad sparked attention." Toronto Star (Canada). 14 May 2011: b A12. EBSCOhost. Available: <http://web.ebscohost.com/ehost/detail?sid=010a313d-aef9-44c6-bdd9- c332a0b39d93%40sessionmgr113&vid=1&hid=106&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=nfh&AN=6FP4100843616>. 19 Apr. 2011. Green Party of Canada. 2011. The Green Party of Canada. 20 Apr. 2011. <http://greenparty.ca/>. Hildebrandt, Amber. "The 'Twitter Campaign,' but Who Cares?" CBC.ca. 1 Apr. 2011. Web. 15 May 2011. <http://www.cbc.ca/news/politics/canadavotes2011/story/2011/04/01/cv-election-social-media-users-not.html>. @jacklayton. Web log post. Twitter.com. Web. 20 Apr. 2011 <http://twitter.com/#!/jacklayton>. Liberal. 2011. The Liberal Party of Canada. 20 Apr. 2011. <http://www.liberal.ca/>. @M_Ignatieff. Web log post. Twitter.com. Web. 20 Apr. 2011. <http://twitter.com/#!/M_Ignatieff>. @pmharper. Web log post. Twitter.com. Web. 20 Apr. 2011. <http://twitter.com/#!/pmharper>. "Watching the Elections." Media Awareness Network. 19 Apr. 2011. <http://www.media- awareness.com/english/resources/educational/lessons/secondary/advertising_marketing/watching_elections.cfm>.

  21. Pictures: Albaih, Khalid. "Social Media Venn Diagram." Wikipedia. 25 Apr. 2011. Web. 29 Apr. 2011. <http://en.wikipedia.org/wiki/File:SocialMediaVennDiagram.jpg>. Chatelard, Yoann. "Twitter Logo." Share and Discover Web Trends. 13 Apr. 2010. Web. 2 May 2011. <http://leblog.vendeesign.com/web20/twitter-lance-sa-plateforme-publicitaire-promoted-tweets/>. “CTV logo." CTV.ca. 11 Dec. 2008. Web. 3 May 2011. <http://www.ctv.ca/servlet/an/local/CTVNews/20081210/081210_cp24ctv/20081211/?hub=CP24Home>. "Magic Man and Your Geek News." Naked Wine Show. Frogwater Media Inc. Web. 15 May 2011. <http://www.slurpswish.com/wordpress/?page_id=551>. "Peace TV." Peace Not War. Web. 1 May 2011. <http://www.peace.fm/movies/peace-tv>. Sauvin, Savita. "The Globe and Mail." Shaping the Future of the Newspaper. 20 Sept. 2010. Web. 2 May 2011. <http://www.sfnblog.com/special.php?tag=newspaper>. "Search Engine Optimization vs. Social Media Marketing." Idea Launch. 17 Dec. 2009. Web. 15 May 2011. <http://www.idealaunch.com/blog/content/search-engine-optimization-vs-social-media-marketing/>. Stewart, Ian. Yukon News. 31 Oct. 2008. Web. 3 May 2011. <http://www.yukon-news.com/business/10190/>. "Thank You." Web. 2 May 2011. <http://happylotus.com/wp-content/uploads/2009/06/ThankYou.jpg>. White, Charlie. "10,000x-faster Grid to Begin Embarrassing Traditional Internet This Summer."DVICE. 7 Apr. 2008. Web. 5 May 2011. <http://dvice.com/archives/2008/04/10000xfaster_gr.php>. "Youtube Logo." Web. 2 May 2011. <http://re-cut.net/satan.php?q=youtube-xl-logo&page=5>.

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