User mobilization and participation in online political campaigns, a case study from Roamnia

Research output: Contribution to journalArticle

Abstract

The rapid development of the internet and online social networks, together with the increasing number of users
have led to a growing use of online social networks in the political field both by citizens and political actors. In this context,
more and more studies have started to argue the use of social media as stimulators of dialogue, interactivity and feedback.
Even if the literature on this subject is extensive for the Western democracies, the case is different for the emerging
democracies, like Romania. Therefore, this paper aims at gaining insight into the use of online social networks by
Romanian political actors as triggers of online participation and mobilization, namely engagement manifested through
Facebook buttons like, comment and share. In order to do so, we selected the Romanian political campaigns from 2014
(presidential elections) and 2016 (parliamentary elections) and conducted a content and statistical analysis on the posts
published on politicians’ official Facebook pages over the four weeks leading up to Election Day. Our findings indicate that
the political actors put their efforts into spreading information but mostly missed the opportunity offered by this network to
trigger mobilization and participation.
Original languageEnglish
Pages (from-to)155-168
Number of pages13
JournalAnnals UCB Series Economy
Issue number4
Publication statusPublished - 2018

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political actor
mobilization
social network
campaign
participation
parliamentary election
facebook
interactive media
presidential election
Romania
social media
statistical analysis
politician
content analysis
election
dialogue
democracy
citizen
Internet

Cite this

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title = "User mobilization and participation in online political campaigns,: a case study from Roamnia",
abstract = "The rapid development of the internet and online social networks, together with the increasing number of usershave led to a growing use of online social networks in the political field both by citizens and political actors. In this context,more and more studies have started to argue the use of social media as stimulators of dialogue, interactivity and feedback.Even if the literature on this subject is extensive for the Western democracies, the case is different for the emergingdemocracies, like Romania. Therefore, this paper aims at gaining insight into the use of online social networks byRomanian political actors as triggers of online participation and mobilization, namely engagement manifested throughFacebook buttons like, comment and share. In order to do so, we selected the Romanian political campaigns from 2014(presidential elections) and 2016 (parliamentary elections) and conducted a content and statistical analysis on the postspublished on politicians’ official Facebook pages over the four weeks leading up to Election Day. Our findings indicate thatthe political actors put their efforts into spreading information but mostly missed the opportunity offered by this network totrigger mobilization and participation.",
author = "Barreto, {Ana Margarida da Silva Bebiano} and Andra Androniciuc",
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User mobilization and participation in online political campaigns, a case study from Roamnia. / Barreto, Ana Margarida da Silva Bebiano; Androniciuc, Andra .

In: Annals UCB Series Economy, No. 4, 2018, p. 155-168.

Research output: Contribution to journalArticle

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