Social media politics

A pattern of strategic network campaigning is forming

Chia Shin Lin, Naren Chitty

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

The popularity of Facebook in Taiwan offers an opportunity for politicians to employ it as an election campaigning tool. The 2012 Taiwan presidential election happens to be the optimal timing for candidates to put Facebook into practical use. The experience of using social media in Arab Spring demonstrates the bottom-up power to change politics while Obama strategically employed social media in the 2008 US presidential election shows that social media can be utilized by top-down approach. When candidates confront social media in the Taiwanese presidential election, will their strategic action change to conform more with its bottom-up character in order to benefit more from it? With the help of in-depth interviews, this paper found that candidates compromised their control power over Facebook in order to exchange the benefits. A new form of candidates using social media namely Strategic Network Campaigning emerged. This concept facilitates candidates to reach the balance between bottom-up and top-down power.

Original languageEnglish
Title of host publicationProceedings of the IADIS International Conference Web Based Communities and Social Media 2012, IADIS International Conference Collaborative Technologies 2012
EditorsPiet Kommers, Nik Bessis
Place of PublicationLisbon, Portugal
PublisherIADIS
Pages57-64
Number of pages8
ISBN (Print)9789728939724
Publication statusPublished - 2012
EventIADIS International Conference Web Based Communities and Social Media 2012, IADIS International Conference Collaborative Technologies 2012, Part of the IADIS Multi Conference on Computer Science and Information Systems 2012, MCCSIS 2012 - Lisbon, Portugal
Duration: 19 Jul 201221 Jul 2012

Other

OtherIADIS International Conference Web Based Communities and Social Media 2012, IADIS International Conference Collaborative Technologies 2012, Part of the IADIS Multi Conference on Computer Science and Information Systems 2012, MCCSIS 2012
CountryPortugal
CityLisbon
Period19/07/1221/07/12

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