Twitter Campaigning in the 2011 National Election in Slovenia

Tomaž Deželan (), Igor Vobič and Alem Maksuti
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Tomaž Deželan: University of Ljubljana
Igor Vobič: University of Ljubljana
Alem Maksuti: University of Ljubljana

Chapter Chapter 9 in Social Media in Politics, 2014, pp 141-163 from Springer

Abstract: Abstract The chapter examines the Twitter campaigning of parliamentary political parties and their influential members during the 2011 preterm national election campaign. We examine the rationales behind the adoption and appropriation of Twitter in the Slovenian political arena. Content analysis of 4,610 Tweets and conducted interviews with campaign managers of seven lists of candidates allowed us to revisit three perennial hypotheses about political communication on the web: the copycat, revolution and normalisation hypotheses. While the examined parties’ move into the Twittersphere confirmed the copycat hypothesis, their utilisation of the tool revealed mixed evidence for the revolution vs. normalisation dilemma. Party campaigning did show signs of ‘politics as usual’, with political powerhouses taking the lead on Twitter as well. However, it also demonstrated a substantial degree of genuine direct political interaction between politicians and citizens.

Keywords: Twitter; Slovenia; Election campaign; Copycat theory; Normalisation thesis (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:paitcp:978-3-319-04666-2_9

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DOI: 10.1007/978-3-319-04666-2_9

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