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Title: Looking out or turning in? Organisational ramifications of Online Political Posters on Facebook
Authors: Lee, B.
Campbell, Vincent P.
First Published: 10-May-2016
Publisher: SAGE Publications (UK and US)
Citation: International Journal of Press/Politics, 2016, 21 (3), pp. 313-337
Abstract: Academic analysis of the growth and nature of political campaigning online has concentrated largely on textual interactions between politicians, parties, their members and supporters as well as voters more widely. In evaluating the shift from traditional to online campaigning techniques the use of social media’s increasingly visual capabilities has been comparatively neglected in research. This article considers one type of online visual political communication, the online political poster, in terms of its strategic campaign functions relating to persuasive and organisational roles. The article uses a case study of an extensive dataset of online political posters collected from political parties in the UK, on Facebook, between September 2013 through to and including the General Election in May 2015, to try to understand how parties used online political posters and how audiences responded to them. The findings show that despite a clear emphasis on sharing images, very few received widespread attention arguably limiting their persuasive role. However, their prevalence suggests a role relating to parties trying to maintain relationships with existing online supporters as a form of displaying virtual presence, credibility and belonging, paralleling the function of traditional window posters and yard signs but in a social media setting.
DOI Link: 10.1177/1940161216645928
ISSN: 1940-1612
eISSN: 1940-1620
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © 2016 the authors. Deposited on acceptance with reference to the publisher’s archiving policy available on the SHERPA/RoMEO website. The file attached to this record is distributed under the Creative Commons “Attribution Non-Commercial No Derivatives” licence, further details of which can be found via the following link:
Appears in Collections:Published Articles, Dept. of Media and Communication

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