The electronic side-step: candidates' communication strategies in a local election

Jones, D. (2011) The electronic side-step: candidates' communication strategies in a local election. In: 2011 Journalism Education Association of Australia Conference (JEAA 2011) , 28-30 Nov 2011, Adelaide, Australia.

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Major changes are unfolding in the conduct of public communication in political campaigns in modern democratic societies, yet we know little about how this flows through to the grassroots level of local government. The 2007 Australian Federal election was one of the first in the world where candidates and voters used new media applications. This study adds to our understanding of the media and democracy by presenting an analysis of candidates’ communication strategies during local council elections. It shows that two-thirds of candidates used email, but less than half had a website. Candidates gave the top five spots to traditional strategies, led by personal contact with voters, when asked about their most valuable communication methods. Web 2.0 tools were well down the list. Despite this conservative approach to e-electioneering, the results suggest the mainstream media are losing ground as the central arena for local election campaigning.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Lecture)
Refereed: Yes
Item Status: Live Archive
Additional Information: © The Journalism Education Association of Australia (JEAA) 2013. You may view the contents of this website and save an electronic copy, download, or print all or part of this website for your own information, research or study. All other use requires permission. Permission, if given, will be subject to conditions that will include a requirement that the copyright owner's name, JEAA, be acknowledged when the material is reproduced or quoted, either in whole or in part.
Faculty/School / Institute/Centre: Historic - Faculty of Arts - School of Humanities and Communication
Date Deposited: 14 Feb 2014 06:01
Last Modified: 07 Jul 2017 01:20
Uncontrolled Keywords: political campaigns; election campaigns; e-electioneering; media applications
Fields of Research : 19 Studies in Creative Arts and Writing > 1903 Journalism and Professional Writing > 190301 Journalism Studies
16 Studies in Human Society > 1606 Political Science > 160601 Australian Government and Politics
20 Language, Communication and Culture > 2001 Communication and Media Studies > 200104 Media Studies

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