ABSTRACT Politicians’ use of Twitter has been well documented over the past decade but few studies have incorporated an explicitly comparative dimension. To explore how political and social context impacts upon tweet content, we analysed the substance and tone of 400 tweets from women MPs during the United Kingdom 2015 and New Zealand 2014 general election campaigns. Across our study, web links, visuals, and references to own campaign were common, though with some notable inter-party differences. A neutral tone prevailed, with positivity more present than negativity. NZ women MPs, particularly from the centre-right, demonstrated a broadcast and highly managed approach to Twitter. UK MPs were more interactive with both citizens and other MPs, shared more personal content, and largely ignored the media agenda. These comparative findings at least partly map onto the concentrated and diffuse personalisation approaches within the equalisation versus normalisation framework of social media.

中文翻译：

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跨越巨大的鸿沟：性别，推特以及新西兰和英国的选举

摘要在过去十年中，有很多文献记载了政客对Twitter的使用，但很少有研究纳入明确的比较范围。为了探索政治和社会背景如何影响推文内容，我们分析了英国2015年和2014年新西兰大选期间来自国会议员的400条推文的实质和基调。在我们的研究中，网络链接，视觉效果和对自己的竞选活动的引用是很常见的，尽管双方之间存在一些明显的差异。中立的语调占了上风，积极性多于消极性。新西兰女议员，特别是中右翼议员，展示了对Twitter的广播和高度管理。英国国会议员与公民和其他国会议员之间的互动更多，共享更多个人内容，并且很大程度上忽略了媒体议程。