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Twitter Campaigning in the 2011 National Election in Slovenia

In: Social Media in Politics

Author

Listed:
  • Tomaž Deželan

    (University of Ljubljana)

  • Igor Vobič

    (University of Ljubljana)

  • Alem Maksuti

    (University of Ljubljana)

Abstract

The chapter examines the Twitter campaigning of parliamentary political parties and their influential members during the 2011 preterm national election campaign. We examine the rationales behind the adoption and appropriation of Twitter in the Slovenian political arena. Content analysis of 4,610 Tweets and conducted interviews with campaign managers of seven lists of candidates allowed us to revisit three perennial hypotheses about political communication on the web: the copycat, revolution and normalisation hypotheses. While the examined parties’ move into the Twittersphere confirmed the copycat hypothesis, their utilisation of the tool revealed mixed evidence for the revolution vs. normalisation dilemma. Party campaigning did show signs of ‘politics as usual’, with political powerhouses taking the lead on Twitter as well. However, it also demonstrated a substantial degree of genuine direct political interaction between politicians and citizens.

Suggested Citation

  • Tomaž Deželan & Igor Vobič & Alem Maksuti, 2014. "Twitter Campaigning in the 2011 National Election in Slovenia," Public Administration and Information Technology, in: Bogdan Pătruţ & Monica Pătruţ (ed.), Social Media in Politics, edition 127, chapter 0, pages 141-163, Springer.
    • Handle: RePEc:spr:paitcp:978-3-319-04666-2_9
    DOI: 10.1007/978-3-319-04666-2_9
    as

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