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Reinventing the attack ad: the use of Facebook and YouTube video by political parties during the UK 2015 General Election

Walsh, M. P. (2016) Reinventing the attack ad: the use of Facebook and YouTube video by political parties during the UK 2015 General Election. Paper presented to: 24th World Congress of Political Science, Poland, 2016-07-23 - 2016-07-28.

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Walsh_Matthew_IPSA_2016_Reinventing_The_Attack_Ad_The_Use_Of_Facebook_And_YouTube_Video_By_Political_Parties_During_The_UK_2015_General_Election
Walsh_Matthew_IPSA_2016_Reinventing_The_Attack_Ad_The_Use_Of_Facebook_And_YouTube_Video_By_Political_Parties_During_The_UK_2015_General_Election.pdf - Accepted Version
Information
Abstract:
During the 2015 UK General Election the main political parties used social media as a main battlefield for the first time. Rather than having to rely purely upon mediated communication with the public via the established routes of political journalism, they were able to engage directly with voters using Facebook and Twitter. This paper will look at the strategies the parties developed to communicate with voters; how freedom from the regulatory environment of broadcasting allowed new forms of communication to evolve; and analyse the comparative success of different forms of messaging. The paper will consider the impact of budget on digital communication strategies including video production. The paper will be based upon a quantitative analysis of the political parties social media activity, with a particular emphasis of the role of video communication. It will provide detailed analysis of communication outputs and the reach of digital campaigning during the febrile atmosphere of a general election.
Uncontrolled Keywords:
social media, YouTube, Facebook, political communication
Creators:
Walsh, M. P.
Faculties, Divisions and Institutes:
Faculties > Faculty of Arts, Science & Technology > Journalism, Media & Performance
Date:
23 July 2016
Date Type:
Publication
Page Range:
pp. 1-12
Journal or Publication Title:
24th World Congress of Political Science
Event Title:
24th World Congress of Political Science
Event Dates:
2016-07-23 - 2016-07-28
Place of Publication:
POL
Event Location:
Poland
Event Type:
Other
Number of Pages:
12
Language:
English
Status:
Published / Disseminated
Refereed:
No
Related URLs:
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