Role Of SOCIAL MEDIA Sites In Election Campaigns Media Essay

Social networking sites are online services or systems that concentrate on building and reflection social relationships among people. They became a fundamental communication tool in every aspect and a unlimited way to obtain information plan strategy. Their effectiveness to assemble and communicate a targeted politics message, elevating the stakes in strategy and hostile social media contribution assists with election campaigning. The use of sociable networking sites in political celebrations spans across increased media exposure, funding, involvement and has increased mobilisation and excitement in numerous recent political promotions.

Social networking sites is becoming fast and low cost communication tool and permits quick and easy access to political information among potential users. Campaigning managers use these sites as a powerful method for recruiting new employees and other campaigning strategies.

From past 2 decades social networking sites and systems is been used in politics campaigning and dialogues. In year 1996 email and internet sites was widely used as way to obtain communication among political parties and groups of people. During yr 2006 at Belgian elections catchphrase "Think" was circulated among people through Myspace in order to energize people in discussions and thought around voting choice and encouraging visitors to reconsider voting for right get together. In the same 12 months a review was conducted on Myspace users over 18 years of age and it was discovered that they were three times much more likely to be a part of an online politics discourse than traditional way.

In yr 2007 it was discovered that 40% of most social networking users had used Myspace and Facebook as a source for politics information in america (US) and 20% of individuals used these sites to find the political interests of these friends. It offers been advised that Myspace is so effective that it should be a key part to any advertising campaign strategy.

Barack Obama has successfully used Twitter, Myspace, Youtube and Facebook as an efficient tool in communicating and mobilising people. He spends around $2 million in election campaigning and creating a interpersonal networking site known as MyBarackobama. com. Republican Get together also used social networking sites in 2008 elections to promote John McCain.

There is fantastic potential for political parties to raise large sums of money in short periods of time using cultural networking sites through micro-fund-raising. The usage of micro-donations not only enable candidates to improve funds rapidly it gives a sense of engagement and

participation to those people who have donated, no subject how small the total amount. In the year 2008 US presidential election $55 million grew up in a single month and 80% of which were online donations.

With communal networking sites political campaigning increase a awareness to politician's personal and professional life. It brings about accountability and risk. Because they can filmed anywhere and these could be uploaded anytime which goes around like a disease among people and can be utilized for political benefits. These politics strategies were found in American politics. Another reality related to same is the fact some parties even seek the services of people who not only keep track of their accounts but also of rivals account and keeps on uploading and distributing such video content through Youtube. . An example of this high-level of visibility can be seen in the 2006 US election routine as one senator was filmed making a racial slur, which was uploaded to YouTube and it became the 'most viewed' training video. This increased publicity of political applicants adds another dimension to politics campaigning of smear campaigning of opposition individuals easily.

While political get-togethers might not exactly have the level of control over the content that is distributed but these interpersonal networking sites have facilitated an increase in the speed of political contribution. As these networking sites create an easily accessible medium for folks to find, distribute and absorb. Evidence from a number of studies helps the theory that the Internet has beneficial effects on online political participation. Internet use stimulates higher levels of political contribution: for example, forwarding e-mails with political content, online voting, and so forth. And online communications through communal networking sites can

aid in political engagement. YouTube and other interpersonal multimedia sites allow campaign strategies to easily target limitless voters with great communication vitality. Regarding to a Pew Internet and North american Life research, 46% of American voters have used the Internet, texting or email for political mobilisation, discussion and to access political news and information and 35% of men and women in america watched political videos on YouTube.

In 2008 presidential elections in All of us new technologies coupled with these communal networking sites have been used concerning advertise to potential voters and their mobilisation. The demographic for the internet has widened and social networking is no more just for young people. In year 2006 over 50% of American YouTube and Myspace users were 35 years or more aged, and the proportion of 12 to 17 time olds were declining. Social networking sites do not just represent a young demographic. Politically employed people and politics involvement is increasing throughout the city by using communal networking sites.

Thus, interpersonal networking is playing a considerable role in politics process lately. Not only it has been effectively utilised by politics parties of western countries in the advertising campaign cycles, politics issues groups and in any other case unrepresented minorities, but also as a means of open up and uncensored communication for residents in countries with oppressive authorities control over other mass media conduits. The use of these online tools has seen a change in the funding models of politics celebrations through the impressive use of micro-donations. These websites have expanded the reach and accuracy of strategically targeted communications by political get-togethers to potential voters. There is an increase in political participation and people garner a greater sense of contribution by using public networking sites and cultural media, influencing involvement with political celebrations in the greater community.

Social networking sites have proven to be a powerful politics tool and we can only just expect that it will expand limitlessly alongside the politics machine.

Past Cases of Social Networking Sites as an instrument in Election Campaigning:

Kenya Elections:

In Kenya elections in calendar year 2006 these cultural mass media such as Myspace, Twitter, Facebook, Youtube, Flickr etc. is been used in mobilising and sharing and gathering of information and boosting the money in constrained time. It was also seen communal media in an effort to try political parties reaction to mainstream media. During the Kenya post-election crisis people mobilised a website called Ushahidi for folks to collaboratively survey where violent clashes has taken place. Perspectives and commentary on the post-2006 election problems in Kenya were seen in online networking sites in an effort to criticise the media and government and it was found that views and debate topics seen in social networking sites were much more diverse that seen in mainstream media.

Internet and Social Networking Sites in Election Campaigns:

Gabriela Women's Party in Philippines wins the 2007 Elections

Philippines also embarked on using Internet, interpersonal networking sites and the mobile phones because of their 2007 elections. Gabriela Women's Party (GWP), among others, was one of them. Given the limited money for mass forms of communication, the get together made use of new communication technology, in particular, the Internet and social networking sites like YouTube and Friendster along with its website, to augment traditional plan techniques. The (GWP) acquired two seats, rendering it the first and only women's group in the country to attain such a feat in the party list group contest (Alojamiento, 2007).

Maximizing YouTube

YouTube and Friendster are extremely popular among young female Internet users in the united states. It had been only rational for the GWP to turn to these sites to expand their sites and establish their existence among Filipino voters. Politics advertising can be an obsession among politicians in the united states particularly when it involves Tv set advertising. All gatherings make work to be on

television and spend the utmost portions on advertising. Tv set advertising being expensive, the GWP after a few advertisements on television, expanded this type of advertising to YouTube by uploading a video endorsement of Angel Locsin, a local movie star.


Over days gone by two years online sociable networking sites and systems have been effectively used to increase politics dialogue. In 1996 email was trusted across internet sites as a means of facilitating people and organizations for political purposes. In 2007 it was approximated that 40% of all cultural networking users possessed used Myspace and Facebook as a source for political information in america (US) and 20% of individuals used these sites to discover the political pursuits of these friends.

Barack Obama successful used Twitter, Flickr, YouTube, Facebook among others to talk and mobilise people. He also got a $2 million dollar custom campaigning and sociable networking site built called MyBarackobama. com (Walmsley 2008; Crow 2008; Talbot 2008). The Republican party used sociable networking sites during the 2008 to market applicant John McCain, even at 71 years, which proven their knowledge of the importance of its use. Politics parties are actually actively interesting with social networking sites within their campaign strategies.

Political advertising campaign strategies have successfully used social marketing sites to increase marketing campaign financing. Howard Dean, in 2004, was the first US politician to explore the financial value in using the Internet within his plan strategy. He successfully used the web to aid small donations online rather than the traditional big fund-raising occurrences. In this same year Democratic Presidential applicant John Kerry increased $80 million in online donations. Within two months of fabricating a MySpace page through the US 2006 election cycle one Republican applicant lifted donations by 20% The Barack Obama marketing campaign through the 2008 US presidential election increased $55 million in one month - 80% were online donations and 90% of those were under $200 each. This was before he had run a single fund-raising event.

Social marketing sites create an easy to get at medium for individuals to find, deliver and absorb political information. YouTube and other cultural mass media sites allows plan strategies to easily target endless voters with great communication electric power. Corresponding to a Pew Internet and North american Life study, 46% of American voters have used the Internet, text messaging or email for politics mobilisation, discussion also to access political media and information 35% of folks in the US watched politics videos on YouTube. This simple access combined with new technologies permits campaigners to strategically target and customise their marketing methodology.

Social network sites enable a far more targeted approach to election campaigning. THE UNITED STATES Republican 2008 presidential plan used an interior data source, called the Voter Volt, matched up with internet queries to market to potential voters using interpersonal networking sites. These new technology combined with use of social networking sites not only escalates the correctness of the campaign note through targeted advertising, it has also helped to raise the size of the audience. Through the 2008 US Election new technologies

allowed The Republican National Committee to increase the number of potential voters on their databases by 6-collapse in comparison to their 2004 marketing campaign. The use of these new tools have the added probable to increase mobilisation.

Benefits of Social Networking Sites consumption in Politics Campaigning:

Mass Coverage:

The biggest edge that social networking sites provide in an election advertising campaign is of mass coverage with sites such as Myspace, Twitter, Facebook, Youtube, Linkdein, orkut etc.

Data table from i strategy labs making no of users of facebook between age of 18 and 24 are the following:

It can be seen youth between years 18 and 24 using facebook accounts for 40. 8% and in middle age group constitute of 16. 6%. So politics parties targeting children and middle generation can be benefited if campaigning through these websites.

Cost Effective :

Political campaigning through these sites is very affordable methods as the price involved is suprisingly low. And in previous micro donations can be organized easily through these websites only. It has been seen in presidential elections in season 2008 occurred ay US.

Emergence of new politics parties:

With sociable networking sites as an instrument used for election campaign emergence of new politics parties can be seen. More of specific politicians are urged and are appearing out in elections. They are reaching to public using their ideas being communicated well using the videos on Youtube or post on twitter or on Facebook profile or through sites with many fans acting as realtors and their promoters.

Environmental and Societal benefits:

The other benefits associated with campaigning through networking sites are of environmental and societal advantages to general public in all. While campaigning through these websites the major tool of campaigning customarily that is pamphlets is through e-mails, posts and blogs. Thus lowering the consumption of paper and saving trees. Also culture is saved from traffic jams, sound pollutions when campaigning is done on these websites. Moreover while campaigning on these sites an add on feature of more awareness resulting in accountability is been made certain, giving the right to voters to obtain all information and then deciding after the right applicant to vote for.

Presence in India:

Political functions in this day and age are now wanting to use web as a medium to get attention of the public. Employing internet as a strategy to make an charm to the public is also used a host of NGOs and non-profit organizations, including the Connection for Democratic Reforms (ADR), Janaagraha Centre for Citizenship and Democracy and Public

Interest Base. These organisations are employing internet, alongwith traditional media like radio and tv, to launch initiatives aimed toward raising awareness among the electorate.

There are countrywide campaign guaranteeing to increase transparency in Indian elections by incorporating information about constituencies and individuals. The purpose of these promotions are:

Provide information about the representatives predicated on the information they have got provided through affidavits to the Election Fee

Provide information in regards to a constituency

Give a chance to the public to provide feedback on work done by their elected representatives

The media exhilaration around the election is being made by the middle-class metropolitan youth, who have confidence in bringing about an alteration. Lately, many Indian politicians have started considering internet as a feasible medium for interactive communication and are,

consequently, making their presence felt in the internet. For example BJP has launched a website for its primary ministerial candidate and because of its chief ministerial candidate as well. In the same way, even the congress party is utilizing interpersonal networking sites like youtube, facebook, twitter etc. to run social marketing promotions.

Thus, the existence of cultural networking sites in the indian electoral scenario is spellbound as the political gatherings now are resorting to online campaigning and voting systems.


The present analysis and other studies cited in this paper mostly point out to both the importance of new media solutions and the craze towards their exploitation in current political adjustments. Their maximization for politics campaigning should be viewed, however, in the framework of where these new solutions operate

Though studies have showed that new solutions have been playing significant jobs in campaigns in america, the diffusion of online campaigning in elements of Asia, especially in the Philippines, is unfolding but at a slower speed.

These do not discount the offers of the web for politics campaigning. If offline conditions change, it is likely that online uses will observe. For the time being, it is important to look at the web as an integral part of a holistic political campaigning strategy, which can enhance the utilization of traditional marketing and grassroots campaigning by reaching the growing segment of the populace using the Internet. Future studies in this field of political communication would help in understanding how much the applications of the Internet and its own contemporaries would go in having political actors nearer to the public and how politics itself would change in the years to come as these new technology become more complex at the same time societies about the world evolve and change

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