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    Political PartiesWhat has changed for Political Parties in the

    way their public activities are mediated?

    Bridget Murdoch, Natasha Vine, Richard Smith,Ashleigh Hampton

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    Introduction

    Before the technologicaldevelopments of the pastdecade, the way political

    parties operated within themedia was very different. Newmedia like social networkinghave made political activitymore visible, immediate and

    embedded in people'severyday lives.

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    1) How have political parties harnessed the use ofnew media, especially social networking?

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    Convergence of media

    Mediums like Facebook, Twitter and Youtube havebeen important for politicians for promotion andvisibility. These social networking tools are used incombination with each other as well as with old

    media to increase accessibility to the public, andgiving them more power in the political arena.

    "[it puts] more power in thehands of the peoplethrough increased publicconsultation - Geraint Scott, GreenParty Social Media Manager

    [they use the] same online

    tools rather than expectingindividuals to search for away to engage with MPsonline. - Parliament.nz

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    One-to-one contact

    These tools allowpoliticians to form morepersonal relationshipswith constituents in formsthat they are comfortablewith. They allowpoliticians to carry out

    traditional forms ofcampaigning in newways.

    "Facebook [is] a bit likedoorknocking. A way to havea conversation with voters.- Megan Woods, Labour Candidate for Wigram

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    One-to-one contact

    it becomes a two-way conversationwith the public, not a one-way street.

    - Sam Newton, Adviser to United Future leader Peter Dunne

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    Campaign Funding

    Politicians around theworld have harnessed thepermeating nature of theinternet to attract

    donations. Parties thatwould traditionally notattract large grants fromcorporations or wealthy

    families find that smallonline donations helpthem to close the 'money

    gap'.

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    Campaign Funding

    "[Howard Dean, a US politician] raised more money online from smallcontributions than any other previous candidate, setting a model that John

    Kerry would subsequently follow to close the money gap with the

    Republicans. - Jenkins (2006)

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    2) How has this use changed their practices and

    the way they operate?

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    Political parties are increasingly becomingmedia content producers in and of themselves.The infiltration of pop culture into politics hasmeant politicians are more and more calledupon to be entertaining and relatable, and toproduce content that people feel comfortable

    commenting on and engaging with.

    "Representatives' roles could be adapted to beinformation presenters to the public at large, chargedwith disseminating information in an entertaining and

    interesting way." - Nixon and Johansson (1999)

    Parties as Media Content

    Producers

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    Parties as Media Content

    Producers

    For a growing number ... images may represent as important aset of rhetorical resources as text. - Jenkins (2006)

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    Scrutiny and Quality Control

    The uncensorednature of the Internetmeans politicalparties must be

    careful aboutinformation releasedonline, as it is easy

    for it to be taken outof context and spreadvirally.

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    Scrutiny and Quality Control

    there is more scope forinteractions to be negative.

    -Parliament.nz

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    Scrutiny and Quality Control

    The dynamics of theinternet are such that it isdifficult to control or police

    Thus, political partiesare wary of allowing theirwebsites to slip from theircontrol. - Nixon andJohansson (1999)

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    ReferencesNixon & Johnsson (1999) Transparency through the internet the internet and

    political parties, in Digital democracy: discourse and decision making in theInformation Age (eds) Hague & Loader. New York: Routledge.

    Jenkins (2006) Photoshop for Democracy: The Relationship between Politicsand Popular Culture, in Convergence culture: where old and new mediacollide (ed) Jenkins. New York: New York University Press.

    Parliment.nz (2011)http://www.parliament.nz/en-NZ/ParlSupport/ResearchPapers/e/8/8/00PLSocRP11021-New-Zealand-Parliamentarians-and-online-social-media.htmAccessed 7 May 2011.

    Scott, Newton & Woods (2011)Personal email correspondence.

    http://www.parliament.nz/en-NZ/ParlSupport/ResearchPapers/e/8/8/00PLSocRP11021-New-Zealand-Parliamentarians-and-online-social-media.htmhttp://www.parliament.nz/en-NZ/ParlSupport/ResearchPapers/e/8/8/00PLSocRP11021-New-Zealand-Parliamentarians-and-online-social-media.htmhttp://www.parliament.nz/en-NZ/ParlSupport/ResearchPapers/e/8/8/00PLSocRP11021-New-Zealand-Parliamentarians-and-online-social-media.htmhttp://www.parliament.nz/en-NZ/ParlSupport/ResearchPapers/e/8/8/00PLSocRP11021-New-Zealand-Parliamentarians-and-online-social-media.htmhttp://www.parliament.nz/en-NZ/ParlSupport/ResearchPapers/e/8/8/00PLSocRP11021-New-Zealand-Parliamentarians-and-online-social-media.htm

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    Note of GratitudeWe wish to take the time to thank the political parties that

    responded, especially Megan Woods, Sam Newton andGeraint Scott for taking the time to respond to our

    enquiries and the quality information that they provided;we wish we had the chance to include more of their

    content.


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