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Does Campaigning on Social Media Make a Difference? Evidence From Candidate Use of Twitter During the 2015 and 2017 U.K. Elections
Communication Research ( IF 6.300 ) Pub Date : 2019-09-11 , DOI: 10.1177/0093650219872394
Jonathan Bright 1 , Scott Hale 1 , Bharath Ganesh 1 , Andrew Bulovsky 1 , Helen Margetts 1 , Phil Howard 1
Affiliation  

Political campaigning on social media is a core feature of contemporary democracy. However, evidence of the effectiveness of this type of campaigning is thin. This study tests three theories linking social media to vote outcomes, using a novel 6,000 observation panel data set from two British elections. We find that Twitter-based campaigning does seem to help win votes. The impact of Twitter use is small, though comparable with campaign spending. Our data suggest that social media campaign effects are achieved through using Twitter as a broadcast mechanism. Despite much literature encouraging politicians to engage with social platforms in an interactive fashion, we find no evidence that this style of communication improves electoral outcomes. In light of our results, theories of how social media are changing processes of campaigns and elections are discussed and enhanced.

中文翻译:

在社交媒体上开展运动会有所作为吗?2015年和2017年英国大选期间Twitter候选使用的证据

在社交媒体上进行政治运动是当代民主的核心特征。但是,这种竞选活动有效性的证据很少。这项研究使用来自两次英国大选的新颖的6,000个观察小组数据,测试了将社交媒体与投票结果相关联的三种理论。我们发现基于Twitter的竞选活动确实有助于赢得选票。尽管与竞选支出相当,但Twitter使用的影响很小。我们的数据表明,通过使用Twitter作为广播机制,可以实现社交媒体运动的效果。尽管有许多文献鼓励政治家以互动方式参与社会平台,但我们找不到证据表明这种交流方式可以改善选举结果。根据我们的结果,
更新日期:2019-09-11
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