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AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION
E-electioneering and E-democracyE-electioneering and E-democracy(Government 2.0) (Government 2.0) in Australiain Australia
Studies of online citizen consultation and social media in the 2010 Australian federal election
Professor Jim Macnamara PhD, MA, FPRIA, FAMI, CPM, FAMEC
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].
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 2010E-ELECTION 2010
AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION
2007 – 2010 comparisonSocial media 2007 2010 % change
Personal Web site 137 157 14.6%
Twitter 0 92 9200.0%
Facebook 8 146 1725.0%
YouTube 13 34 161.5%
MySpace 26 9 -65.4%
Blogs 15 29 93.3%
Flickr 0 9 900.0%
E-surveys 24 7 -70.8%
E-petitions 10 3 -70.0%
E-newsletter 42 78 85.7%
Total online sites/activities 275 564 105.1%
E-ELECTION 2010E-ELECTION 2010
AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION
Politicians on Twitter
On Twitter45%
Not on Twitter51%
Fake Twitter accounts4%
E-ELECTION 2010E-ELECTION 2010
AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION
Top 20 politician tweeters
439
158142 134
10491 90 90
75 7263 62 59 55
45 313131323434
0
50
100
150
200
250
300
350
400
450
500
TURNBULL
MORRIS
ON
ROBB
BURKE
LUNDY
CORMANN
HAWKE
ELLIS
GILLA
RD
HANSON-YOUNG
BIRM
INGHAM
BISHOP
BRADBURY
TURNOURHALL
GARRETT
FLETCHER
BALDWIN
JOHNSON
MIL
NE
BRIGGS
E-ELECTION 2010E-ELECTION 2010
AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION
Facebook page ‘likes’ & friendsTop Twenty by Facebook Popularity
0
10000
20000
30000
40000
50000
60000
70000
80000
GILLA
RD
RUDD
BROWN
ABBOTT
TURNBULL
HOCKEY
PYNE
PLIBERSEK
HANSON-YOUNG
ELLIS
LUDLAM
MIL
NE
JENSEN
MORRIS
ON
COONAN
HUNT
RISHW
ORTH
O'DW
YER
BURKE
VAM
VAKINOU
Official Page LikesCommunity Page LikesFriends
E-ELECTION 2010E-ELECTION 2010
AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION
Facebook page ‘likes’ & friendsTop Twenty by Facebook
PopularityExcl PM and Ex PM
0
5000
10000
15000
20000
25000
30000
BROWN
ABBOTT
TURNBULL
HOCKEY
PYNE
PLIBERSEK
HANSON-YOUNG
ELLIS
LUDLAM
MIL
NE
JENSEN
MORRIS
ON
COONAN
HUNT
RISHW
ORTH
O'DW
YER
BURKE
VAMVAKIN
OU
SOUTHCOTT
HUMPHRIE
S
Official Page LikesCommunity Page LikesFriends
(Excl PM & ‘Rudd factor’)
E-ELECTION 2010E-ELECTION 2010
AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION
Followers & following
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
FollowingFollowers
E-ELECTION 2010E-ELECTION 2010
AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION
Followers and following
Politician Tweets Followers
Following
1. Malcolm Turnbull 439 26,943 20,498
2. Scott Morrison 158 1,978 166
3. Andrew Robb 142 1,684 1,254
4. Tony Burke 134 3,107 550
5. Kate Lundy 104 4,352 720
9. Julia Gillard 75 43,538 27,467
92. Tony Abbott 2 19,083 20
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AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION
Types of tweeting
Politician Responses Broadcasts Where am I?
Attack on opponents
*
Malcolm Turnbull 248 191 81 9
Scott Morrison 33 125 48 19
Andrew Robb 1 141 17 79
Tony Burke 65 68 9 14
Kate Lundy 28 56 22 11
Mathias Corman 22 44 5 49
Julia Gillard 12 51 20 4
* Attack on opponent by name or opposition policy combined.
E-ELECTION 2010E-ELECTION 2010
AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION
ALP party use of social mediaParty Social media Content & metrics SiteALP Web site http://www.alp.org.au/home
Labor TV (YouTube channel)
32 video uploads230,171 channel visits1,247,009 total views42nd most viewed in Aug
http://www.alp.org.au/labortv
Labor Blog 32 posts http://www.alp.org.au/blogs/alp-blog
Twitter account 788 tweets in period5,617 followers4,203 following1,735 total tweets
http://twitter.com/australianlabor
Facebook page 3,467 ‘likes’75 wall posts616 comments
http://www.facebook.com/LaborConnect
Labor ThinkTank 308 ideas315 comments
http://thinktank.alp.org.au/issues
Labor Connect 2,936 members http://connect.alp.org.au
MySpace 23,505 friends6 comments0 blog posts since 25/07/07
http://www.myspace.com/officiallaborspace
Flickr http://www.flickr.com/photos/juliagillard
E-ELECTION 2010E-ELECTION 2010
AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATION
Liberal party use of social media
LIB Web site http://www.liberal/org.auLiberal.TV (YouTube channel)
9 video uploads98, 373 channel visits639,111 total views83rd most viewed in Aug
Twitter account 188 tweets in period7,089 followers6,645 following1,985 total tweets
http://twitter.com/liberalaus
Facebook page 16,450 ‘likes’35 wall posts2,959 comments
http://www.facebook.com/LiberalPartyAustralia
Flickr http://www.flickr.com/photos/tonyabbott
E-ELECTION 2010E-ELECTION 2010
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
AUSTRALIAN CENTRE FOR PUBLIC COMMUNICATIONE-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)
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 E-DEMOCRACY
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 E-DEMOCRACY
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 E-DEMOCRACY
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?