The University of Southampton
University of Southampton Institutional Repository

Social media in politics: the ultimate voter engagement tool or simply an echo chamber

Record type: Article

This paper analyses the role played by social media in shaping political debate during the UK election campaign of May 2010, with a focus on local application within two constituencies in Hampshire. Barack Obama’s presidential campaign was such a digital triumph that it propelled social media onto the radar of marketers within commercial organisations worldwide. Literature in the field of political marketing has recommended the development of relationship marketing strategies in politics (e.g. Henneberg and O’Shaughnessy 2009) but more research is needed to focus on the role of social technologies and to bring theory up to speed with practice (Harris and Lock 2010). Our paper concludes that the UK general election was far being from an “Internet election”. There was little evidence of the methodical and integrated approach to online and offline engagement demonstrated by the Obama campaign. Our case studies suggest that, as in the business world, social media communications can add significant value at the local level when implemented as part of a systematic and long term online and offline relationship building strategy, but are not well suited to short term applications intended to influence the outcome of particular campaigns.

Other JPM_Manuscript_(20.12.11).docx - Author's Original
Download (87kB)

Citation

Harris, Lisa and Harrigan, Paul (2011) Social media in politics: the ultimate voter engagement tool or simply an echo chamber Journal of Political Marketing

More information

Accepted/In Press date: 2011

Identifiers

Local EPrints ID: 71357
URI: http://eprints.soton.ac.uk/id/eprint/71357
ISSN: 1537-7857
PURE UUID: 14b60b54-9fb7-4118-873d-50f663b3cb2e

Catalogue record

Date deposited: 05 Feb 2010
Last modified: 19 Jul 2017 00:00

Export record

Contributors

Author: Lisa Harris
Author: Paul Harrigan

University divisions

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×