ABSTRACT

How do political candidates combine social media campaign tools with on-the-ground political campaigns to pursue segmented electoral strategies? We argue that online campaigns can reproduce and reinforce segmented electoral appeals. Furthermore, our study suggests that electoral segmentation remains a broader phenomenon that includes social media as but one of many instruments by which to appeal to voters. To test our argument, we analyze the case of the 2017 legislative elections in Chile. We combine an analysis of Facebook and online electoral campaign data from 80 congressional campaigns that competed in three districts with ethnographic sources (i.e., campaigns observed on the ground and in-depth interviews with candidates). The results of this novel study suggest that intensive online campaigning mirrors offline segmentation.

摘要

政治候选人如何将社交媒体竞选工具与实地政治竞选相结合，以推行分段选举策略？我们认为，在线竞选活动可以重现和加强分段的选举诉求。此外，我们的研究表明，选举分割仍然是一种更广泛的现象，其中包括社交媒体，但它只是吸引选民的众多工具之一。为了检验我们的论点，我们分析了 2017 年智利立法选举的案例。我们结合对 Facebook 和在线竞选数据的分析，这些数据来自 80 个国会竞选活动，这些竞选活动在三个选区与民族志资料（即实地观察到的竞选活动和对候选人的深入访谈）进行了竞争。这项新颖研究的结果表明，密集的在线竞选活动反映了离线细分。