Presentation to the Polish Communication Association, Friday , September 23, 2011

1. Factors in Determining Online Success: Case Studies in the Campaign Use of the Internet Leslie M. Tkach-Kawasaki, Associate Professor University of Tsukuba Polish Communication Association “ Political Communication in the New Technology’s Era” September 22-23, 2011

4. Factor 1: Online population Source: Ministry of Internal Affairs and Communications “Communications Usage Trend Survey” (2009)

6. Growth of Internet-based campaigning in Japan during Upper House elections (2001-2010)

7. Candidates online in 2010 (Upper House election) Candidate total With website/blog Web presence (%) 2010 Democratic Party of Japan (DPJ) 106 104 98.1 Liberal Democratic Party (LDP) 84 83 98.8 New Komei Party 20 11 55.0 Japan Communist Party (JCP) 64 52 * 81.3 Social Democratic Party (SDP) 18 14 77.8 Your Party ( Minna-no to ) 44 44 100.0 People's New Party 9 6 66.7 Happiness Realization Party 5 5 100.0 Sunrise Party 13 13 100.0 Spirit of Japan Party 10 8 80.0 Women's Party 10 0 0 New Renaissance Party 12 12 ** 100.0 Independent candidates 18 5 27.8 Other small parties 26 23 88.5 Total 439 380 86.6

8. Tani Hiroyuki website (2007)

9. Tanaka Miyuki blog (2007) Tanaka Miyuki blog (2007)

10. Goto Kazuhiko mobile website (2007)

11. Japanese parties online 1996 Liberal Democratic Party’s first official website (1996 election)

12. Japanese parties online 2009 Liberal Democratic Party website in 2009

13. Source: Ministry of Internal Affairs and Communications “Survey of Social Media Usage” (2010) Factor 3: Content Social media use by Japanese Internet users as of 2009 Twitter

14. Candidate web presence online: 2007 Upper House election Candidate party With web presence Website only Blog only Website and blog Website and mobile website Blog and mobile website Liberal Democratic Party (LDP) 76 (97%) 45 (59%) 1 (1%) 19 (25%) 19 (25%) 8 (11%) Democratic Party of Japan (DPJ) 79 (99%) 36 (46%) 1 (1%) 30 (38%) 26 (33%) 14 (18%) New Komei Party 11 (100%) 2 (18%) 0 (0)% 8 (73%) 5 (45%) 4 (36%) Japan Communist Party (JCP) 31 (49%) 15 (48%) 6 (19%) 8 (26%) 7 (23%) 8 (26%) Social Democratic Party (SDP) 17 (68%) 10 (59%) 1 (6%) 6 (35%) 1 (6%) 2 (12%) People’s New Party 18 (86%) 6 (33%) 0 (0%) 9 (50%) 3 (17%) 1 (6%) Independent candidates 17 (77%) 5 (29%) 2 (12%) 7 (41%) 7 (41%) 4 (24%)

15. Candidate Twitter use: 2010 Upper House election Candidate total With website and/or blog Web presence (%) Twitter use (%) Democratic Party of Japan (DPJ) 106 104 98.1 26 (25.0) Liberal Democratic Party (LDP) 84 83 98.8 35 (42.2) New Komei Party 20 11 55.0 11 (100.0) Japan Communist Party (JCP) 64 52 * 81.3 6 (11.5) Social Democratic Party (SDP) 18 14 77.8 4 (28.6) Your Party ( Minna-no to ) 44 44 100.0 30 (68.2) People's New Party 9 6 66.7 2 (33.3) Happiness Realization Party 5 5 100.0 4 (80.0) Sunrise Party 13 13 100.0 5 (38.5) Spirit of Japan Party 10 8 80.0 6 (75.0) Independent candidates 18 5 27.8 3 (60.0) Candidates from small parties 26 23 88.5 8 (34.8) Total 439 380 86.6 140 (36.8)

19. Campaign time line Internet and the POEL Print/TV advertising/commercials, posters, rallies, etc. Websites, email, etc. No website updating, except for “ political education” news, no email (formally….) Websites, email, but no formal announcement of candidacy No website updates, no email (newsletters or otherwise) (as of 2009  no Twitter, Facebook, or Youtube) Permitted forms of campaigning only: Speeches, loudspeakers, public TV CM’s Political parties Candidates Dissolution (40-day period to election day) 12-14 days before election day （公示 ) (candidacies filed) Election day

20. Timeline: Internet and the POEL in Japan 1995 Upper House election First use of websites by approx. 30-40 candidates 1996 General election New Party Sakigake challenges website use 2000 General election Creative interpretations of the POEL by parties and candidates 2001 Upper House election Experimentation: Email newsletters 2001-2002 “ Election Campaigning in the IT Age” Commission 2003 General election Party manifestos posted on websites 2004 Upper House election Mobile websites and email newsletters 2007 Upper House election Expansion to Youtube and self-produced media (continued as well in the 2009 General election) 2010 Upper House election Twitter use

21. Scorecard: Japan and online success: Four-factor model Factor Success? Online population  Party/candidate Internet use  Content – linking online and offline action  Campaign environment  and 

22. Mapping an evolving model of online success General Internet utilization Campaign environment (incl. media-use legislation) Party/candidate use of the Internet Voter use of the Internet

24. Thank you for listening. Leslie Tkach-Kawasaki University of Tsukuba Email: tkach@japan.email.ne.jp

25. Supplementary materials

26. 2009 Election Candidate Websites

27. Candidates on the internet Upper House election 2010 Candidate total With website/blog Web presence (%) DPJ 106 104 98.1 LDP 84 83 98.8 New Komei 20 11 55.0 JCP 64 52 * 81.3 SDP 18 14 77.8 Your Party 44 44 100.0 People's New Party ( 国民新党） 9 6 66.7 Happiness Realization Party 5 5 100.0 Sunrise Party 13 13 100.0 Spirit of Japan Party ( 日本創新党 ) 10 8 80.0 Women's Party 10 0 0 New Renaissance Party ( 改革 ) 12 12 ** 100.0 Independents 18 5 27.8 Small parties 26 23 88.5 Total 439 380 86.6