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#ausvotes Mark Two: Twitter in the 2013 Australian Federal Election
1. #ausvotes Mark Two: Twitter in the
2013 Australian Federal Election
Axel Bruns, Tim Highfield, and Theresa Sauter
ARC Centre of Excellence for Creative Industries and Innovation
Queensland University of Technology
a.bruns@qut.edu.au — t.highfield@qut.edu.au — t.sauter@qut.edu.au
@snurb_dot_info — @timhighfield — @lena_sauter
http://mappingonlinepublics.net/ — http://socialmedia.qut.edu.au/
2. BACKGROUND
• Research projects:
– ARC Discovery: New Media and Public Communication (QUT)
– NRC FRISAM: Impact of Social Media on Agenda-Setting in Election
Campaigns (QUT, UiO, UiB, Uppsala, CSU LB)
– ATN-DAAD: Mapping Networked Politics (QUT, LMU)
• Study design:
– Comparative study of Twitter usage during
Australian, Norwegian, German (and US) election
– Tracking tweets from and at Twitter accounts of MPs and candidates
before, during, and after election campaigns
– Additional analysis of follower networks, national Twitterspheres, social
media / mainstream media intersections, etc.
3. TIMELINE
•
Nov. 2007:
Kevin Rudd (Labor) wins the federal election
•
Dec. 2009:
Tony Abbott (Liberal) becomes Opposition Leader
•
June 2010:
Kevin Rudd is replaced by his Deputy, Julia Gillard (Labor)
•
Aug. 2010:
Julia Gillard narrowly wins the federal election
Labor minority government, supported by Greens and Independents
Labor introduces Emissions Trading Scheme amid fierce opposition
Poor opinion polls for Gillard, continuing Labor leadership tension
Several unsuccessful leadership challenges by Kevin Rudd
•
June 2013:
•
4 Aug. – 7 Sep. 2013: 2013 Australian federal election campaign
•
Sep. 2013:
Kevin Rudd wins leadership challenge, becomes PM again, calls election
Tony Abbott wins the federal election
22. SOME FIRST CONCLUSIONS
•
Campaigning styles:
– Liberal Party:
• ‘small target’ strategy (better to remain silent than to make mistakes)
• focus on leadership team to avoid negative perceptions of Abbott and gaffes by local
candidates
– Labor Party:
• strong campaigns by many local candidates
• lack of coordination across leadership team
• Rudd surprising quiet on social media
– Greens:
• high levels of activity, especially from Milne – too much?
•
Public resonance:
–
–
–
–
discussion mainly about leaders, rather than engaging with / retweeting them
no partisan choices in @mentions of political candidates
strong partisan selectivity in retweets of political candidates, few retweets overall
more @mentions of Labor candidates, especially on election night: encouraging?