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Post as Much and as Diversely as Possible: Intensity and Innovation in the Application of Twitter by Political Parties During the 2014 Slovenian National Election Campaign

Post as Much and as Diversely as Possible: Intensity and Innovation in the Application of Twitter by Political Parties During the 2014 Slovenian National Election Campaign

Alem Maksuti, Tomaž Deželan
Copyright: © 2019 |Pages: 22
ISBN13: 9781522576693|ISBN10: 152257669X|EISBN13: 9781522576709
DOI: 10.4018/978-1-5225-7669-3.ch049
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MLA

Maksuti, Alem, and Tomaž Deželan. "Post as Much and as Diversely as Possible: Intensity and Innovation in the Application of Twitter by Political Parties During the 2014 Slovenian National Election Campaign." Civic Engagement and Politics: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2019, pp. 983-1004. https://doi.org/10.4018/978-1-5225-7669-3.ch049

APA

Maksuti, A. & Deželan, T. (2019). Post as Much and as Diversely as Possible: Intensity and Innovation in the Application of Twitter by Political Parties During the 2014 Slovenian National Election Campaign. In I. Management Association (Ed.), Civic Engagement and Politics: Concepts, Methodologies, Tools, and Applications (pp. 983-1004). IGI Global. https://doi.org/10.4018/978-1-5225-7669-3.ch049

Chicago

Maksuti, Alem, and Tomaž Deželan. "Post as Much and as Diversely as Possible: Intensity and Innovation in the Application of Twitter by Political Parties During the 2014 Slovenian National Election Campaign." In Civic Engagement and Politics: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 983-1004. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7669-3.ch049

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Abstract

The daily interaction between political parties and voters is a driving force in election campaigns and can influence their outcomes. The theory of campaign intensity holds that the timing of message delivery in an election campaign is a key component of the strategies used by political actors. However, this theory also warns political actors to be cautious about the timing of different types of messages sent during the election campaign. Our objective is to examine the intensity and types of messages Slovenian political actors communicated through Twitter during different stages in the 2014 national election campaign. Our study conducts a content analysis of 7,113 tweets posted during the last four weeks of the official election campaign. It includes 17 official accounts of Slovenian parties, party leaders, and influential party twitterians. The results indicated that the stage of the campaign and the differences between established and fringe political parties significantly influenced the intensity of Twitter communications during the study period. The results also revealed that the political actors tweeted different types of political messages (e.g., to inform and to persuade voters) during different stages of the campaign.

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