Tweeting to save the furniture: The 2013 Australian election campaign on Twitter

Bruns, Axel (2016) Tweeting to save the furniture: The 2013 Australian election campaign on Twitter. Media International Australia. (In Press)

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Abstract

Past years have seen continuing experimentation in the use of social media for political campaigning. By the time of the 2013 Australian federal election, social media of various forms had become comparatively mainstream in Australia and were widely used by members and candidates: more than 350 candidates operated Twitter accounts during the campaign, for instance. This article explores the key patterns both in how politicians and their parties campaigned on Twitter during the 2013 federal election campaign and in how the public responded to and engaged with these campaigns. It documents significant, systematic differences between the major party blocs and interprets these as reflecting the Coalition’s ‘small target’ strategy and Labor’s last-ditch attempts to ‘save the furniture’, respectively.

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ID Code: 98959
Item Type: Journal Article
Refereed: Yes
Keywords: Australia, federal election, social media, Twitter, 2013
DOI: 10.1177/1329878X16669001
ISSN: 1329-878X
Subjects: Australian and New Zealand Standard Research Classification > STUDIES IN HUMAN SOCIETY (160000) > POLITICAL SCIENCE (160600) > Australian Government and Politics (160601)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication Studies (200101)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication Technology and Digital Media Studies (200102)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Media Studies (200104)
Divisions: Current > Research Centres > Digital Media Research Centre
Current > QUT Faculties and Divisions > Creative Industries Faculty
Past > Schools > School of Media, Entertainment & Creative Arts
Funding:
Copyright Owner: Copyright 2016 The Author(s)
Deposited On: 21 Sep 2016 22:53
Last Modified: 27 Sep 2016 16:20

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