different strategies in the use of social media in political pr l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Different strategies in the use of Social Media in Political PR PowerPoint Presentation
Download Presentation
Different strategies in the use of Social Media in Political PR

Loading in 2 Seconds...

play fullscreen
1 / 14

Different strategies in the use of Social Media in Political PR - PowerPoint PPT Presentation


  • 178 Views
  • Uploaded on

EUPRERA Spring Symposium Ghent – 25/27 February, 2010. Different strategies in the use of Social Media in Political PR. The cases of the Portuguese Social Democratic Party (PSD) and the Socialist Party (PS) in the 2009 Parliament Campaign. Sónia M. Pedro Sebastião ISCSP - CAPP

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Different strategies in the use of Social Media in Political PR' - peregrine


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
different strategies in the use of social media in political pr

EUPRERA Spring Symposium

Ghent – 25/27 February, 2010

Different strategies in the use of Social Media in Political PR

The cases of the Portuguese Social Democratic Party (PSD) and the Socialist Party (PS) in the 2009 Parliament Campaign

Sónia M. Pedro Sebastião

ISCSP - CAPP

(Technical University of Lisbon - Portugal)

what when

Portuguese Political context in 2009

    • 3 election moments:
      • European elections: June
      • Parliament and Government elections: September
      • Municipalities elections: October
    • 2 main parties disputing victory:
      • PS (73140 militants, Feb. 2009)
      • PSD (77088 militants, May 2008)
  • Our focus: Parliament Campaign (September), where the two main Portuguese parties have used web-based social media, and specially, social networks in two different ways.
What? When?
slide3
PSD – Social Democratic Party

PS – Socialist Party

  • Opposition party

(trying to win power back)

  • Leader: Manuela Ferreira Leite
    • Characteristics:
      • Low mediatism
      • Old lady, austere, rigid, unpleasant, and obsolete.
  • Government party

(maintain its position)

  • Leader: José Socrates
    • Characteristics:
      • Media Man
      • Carefully manged image and presentation
      • Nice smile and preachy speech tone
      • Need to change his arrogant posture /humble campaign attitude
      • Corruption processes
Who?
how web content analysis

Websites four main parts:

    • Header
    • Top menu
    • Main body
    • Social networks connection
  • In each of these parts we present:
    • Main semiotics elements (leader image, slogan, symbol and colours)
    • Web tools (search, syndication, links)
    • Multimedia contents (photo and video gallery)
    • Interactivity tools
    • Message main themes
How? Web Content Analysis
what strategy message
PSD

PS

PSD communication strategy:

  • Oriented to a global dissemination in existing means.
  • PSD messages are spread into the most popular global Social Networks, with heavy use of blogging and micro-blogging.
  • Catch-all party / bullet strategy.
  • Message: «Truth Policy»

PS communication strategy:

  • Independent web-based social network accessed only by registered members – new registration.
  • Consistent and exclusive relations with its followers, treating them as «special ones».
  • Message: «together we can do it» and «I participate».
What strategy/message?
which social network

Popular ones

(Hi5, Facebook, Twitter, Flickr, Youtube, blogger)

  • Massive message
  • Public: everyone on the web
  • Private one

(MyMov)

  • Particular message - targeted audiences
  • Public: Militants, supporters, volunteers

PSD

PS

Which social network?
results on election

PSD

PS

  • Lose the election
  • Increase representation

2005 – 75 deputies

2009 – 81 deputies

  • Win the election
  • Lose the majority

2005 – 121 deputies

2009 – 96 deputies

Abstention: 2005 – 38.68%

2009 – 43.41%

Results on election
conclusions

Despite PS victory in Parliament Campaign, its Social Networking campaign can be classified as a failure due to the feeble participation of Portuguese citizens and party militants.

  • This data may be an evidence that:
    • The technological progress do not change the way Portuguese people feel about politics.
    • Non familiar technological structures implies an effort (new registration, participation) that Portuguese citizens are not willing to do for political involvement, even when its simple and «cost free».
  • It’s not the web interactivity, costs, speed, features and «omnipresence» that motivates citizens’ political participation, but the message, acts and actors, and previous offline involvement, in the very end, the essence and structure of the Portuguese politics.
Conclusions