Margot Buchanan
- Published in print:
- 2016
- Published Online:
- January 2018
- ISBN:
- 9780748696581
- eISBN:
- 9781474418829
- Item type:
- chapter
- Publisher:
- Edinburgh University Press
- DOI:
- 10.3366/edinburgh/9780748696581.003.0007
- Subject:
- Political Science, UK Politics
This chapter examines the independence referendum debate on Facebook and Twitter before and after polling day, noting the multi-modal nature of communication on social media through the use of visual ...
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This chapter examines the independence referendum debate on Facebook and Twitter before and after polling day, noting the multi-modal nature of communication on social media through the use of visual forms such as photographs and video clips. It analyzes the Yes for Scotland and Better Together Facebook and Twitter accounts and notes the participative nature of social media in the political context, reaching many who may not normally be receptive to political discussion. The chapter discusses specific web and social media presences such as the highly visible Wings over Scotland, and notes demographic tendencies among social media users, also considering the fashion in which they respond to each other online critically about traditional media political coverage. The discussion additionally looks at how social media use encourages continued campaigning beyond the phase of electoral results.Less
This chapter examines the independence referendum debate on Facebook and Twitter before and after polling day, noting the multi-modal nature of communication on social media through the use of visual forms such as photographs and video clips. It analyzes the Yes for Scotland and Better Together Facebook and Twitter accounts and notes the participative nature of social media in the political context, reaching many who may not normally be receptive to political discussion. The chapter discusses specific web and social media presences such as the highly visible Wings over Scotland, and notes demographic tendencies among social media users, also considering the fashion in which they respond to each other online critically about traditional media political coverage. The discussion additionally looks at how social media use encourages continued campaigning beyond the phase of electoral results.
David Karpf
- Published in print:
- 2017
- Published Online:
- December 2016
- ISBN:
- 9780190266127
- eISBN:
- 9780190266165
- Item type:
- book
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780190266127.001.0001
- Subject:
- Political Science, American Politics, Democratization
Some of the most remarkable impacts of digital media on political activism lie not in the new types of speech it provides to disorganized masses, but in the new types of listening it fosters among ...
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Some of the most remarkable impacts of digital media on political activism lie not in the new types of speech it provides to disorganized masses, but in the new types of listening it fosters among organized pressure groups. Beneath the easily visible waves of e-petitions, “likes,” hashtags, and viral videos lie a powerful undercurrent of activated public opinion. In this book, David Karpf offers a rich, detailed assessment of how political organizations carefully monitor this online activity and use it to develop new tactics and strategies that help them succeed in the evolving hybrid media system. Karpf discusses the power and potential of this new “analytic activism,” exploring the organizational logics and media logics that determine how digital inputs shape the choices that political campaigners make. He provides the first careful analysis of how organizations like Change.org and Upworthy.com influence the types of political narratives that dominate our Facebook newsfeeds and Twitter timelines. He investigates how MoveOn.org and its “netroots” peers use analytics to listen more effectively to their members and supporters. He also identifies two boundaries of analytic activism—the analytics floor and analytics frontier—which define the scope of this new style of organized citizen engagement. The book concludes by examining the limitations of analytic activism, raising a cautionary flag about the ways that putting too much faith in digital listening can lead to a weakening of civil society as a whole.Less
Some of the most remarkable impacts of digital media on political activism lie not in the new types of speech it provides to disorganized masses, but in the new types of listening it fosters among organized pressure groups. Beneath the easily visible waves of e-petitions, “likes,” hashtags, and viral videos lie a powerful undercurrent of activated public opinion. In this book, David Karpf offers a rich, detailed assessment of how political organizations carefully monitor this online activity and use it to develop new tactics and strategies that help them succeed in the evolving hybrid media system. Karpf discusses the power and potential of this new “analytic activism,” exploring the organizational logics and media logics that determine how digital inputs shape the choices that political campaigners make. He provides the first careful analysis of how organizations like Change.org and Upworthy.com influence the types of political narratives that dominate our Facebook newsfeeds and Twitter timelines. He investigates how MoveOn.org and its “netroots” peers use analytics to listen more effectively to their members and supporters. He also identifies two boundaries of analytic activism—the analytics floor and analytics frontier—which define the scope of this new style of organized citizen engagement. The book concludes by examining the limitations of analytic activism, raising a cautionary flag about the ways that putting too much faith in digital listening can lead to a weakening of civil society as a whole.
