出版社：School of Communication Arts, University of Western Sydney
摘要：This article provides an overview of the use of new media by Australian political parties and individual candidates in the 2013 federal election. It updates research undertaken over the past decade on institutional responses to new technological affordances in electoral campaigning. Using content analysis, interview and third-party data, the paper demonstrates that the major political parties in Australia have increased their use of new media in their overall communications mix, with a heightened focus on advertising in social media, the integration of various online channels, and through creative fundraising strategies. It is argued that the major parties considerably professionalised their management of new media for the 2013 campaign, and the lessons from this election will endure into future electoral contests. The data from the content analysis suggests that the online visibility of minor parties and individual candidates appears to be declining, outside of gaffs, and the novelty reporting of ‘quirky’ candidates. The exception to this remains the Australian Greens, because of their natural affinity with voters most likely to be heavy users of new media. The increasing sophistication of data-driven, targeted advertising further reinforces the capacity of the two major Australian parties to dominate the new media environment due to their disproportionate access to electoral resources. This appears to provide further, but not unambiguous, evidence of the ‘normalisation hypothesis’ of institutional new media adoption in Australia.
