Ulrike Klinger

The emergence of network media logic in political communication: A theoretical approach

In this article we propose a concept of network media logic in order to discuss how online social media platforms change political communication without resorting to technological determinism or normalization. We argue that social media platforms operate with a distinctly different logic from that of traditional mass media, though overlapping with it. This is leading to different ways of producing content, distributing information and using media. By discussing the differences between traditional mass media and social media platforms in terms of production, consumption and use, we carve out the central elements of network media logic – that is, the rules/format of communication on social media platforms – and some consequences for political communication.

MASTERING THE ART OF SOCIAL MEDIA

Online communication has become a central part in the communication repertoires of political actors in Western mass democracies. In Switzerland, where broadband, internet use, and media literacy are amongst the highest in the world, all major political parties run their own website and are active on social media. This article seeks to show how Swiss political parties deal with social media, how they implement it and how they use social media. The study builds on empirical data from a structural analysis of party websites, the official Facebook sites, and Twitter feeds. These social media sites were analysed for their resonance, update frequency, and thematic clusters focusing on information, mobilization, and participation. A weekly assessment of the user numbers illustrates the development of user resonance throughout the 2011 election year. While political parties claim to appreciate the dialogue and mobilization potentials of social media, they mainly use social media as an additional channel to spread information and electoral propaganda. The overall resonance is still on a very low level. The data seem to sustain the normalization hypothesis, as larger parties with more resources and voters are better able to generate effective communication and to mobilize online than small and marginal parties.

Imagining the City: How local journalism depicts social cohesion

In recent years, local journalism as well as social cohesion have faced disruptions and discontinuities. While local journalism is challenged by dwindling readership, media concentration, and economic crisis, social cohesion in cities is dealing with social fragmentation, gentrification, and the increasing inflow of migrants. At the same time, the concepts are interrelated, as perceptions of belonging, identity, or community are heavily mediatized: local media provide the informational backbone of what people know about social life in their city. In our study, we operationalize cohesion as a multidimensional concept and discuss the results from a standardized content analysis of about 1300 articles in seven local newspapers from three German cities. We find remarkably similar images of social cohesion across cities. However, while social cohesion is similarly reported across cities, we found wide variation across newspaper types. Depending on whether readers prefer local newspapers, weekly advertisers or tabloids, they are presented with different images of their local society.

“Beer is more efficient than social media”—Political parties and strategic communication in Austrian and Swiss national elections

ABSTRACT We investigate political parties´ social media strategies, their perceived effectiveness, and how social media campaigns are internally organized. Our study focuses on Austria and Switzerland, countries with consociational political systems with less competitive elections and less personalization. The paper is based on semistructured interviews with all parties in Austrian and Swiss parliaments after the national elections in 2011 and 2013, when, for the first time, all parties employed social media in their campaigns. Our findings support a skeptical perspective regarding social media’s perceived significance and effects.

Semiöffentlichkeit und politische Mobilisierung

Social media wie Facebook oder Twitter wurde in den letzten Jahren im Kontext urbaner (Protest-)Bewegungen viel Potential zugesprochen – die Rede von vermeintlichen „Twitter-Revolutionen“ suggerierte gar, dass sie manche urbanen Bewegungen uberhaupt erst ermoglichten oder diese entscheidend veranderten. Der Beitrag befasst sich kritisch mit der Rolle von social media bei der Mobilisierung und Koordinierung urbaner politischer Bewegungen. Die kommunikative Konstruktion von Kollektivitat ist dabei vor dem Hintergrund eines Medienwandels zu sehen, der masgeblich von zunehmender Hybriditat und Permanenz gekennzeichnet ist. Die neu entstandenen Strukturen, Medienlogiken und Geschaftsmodelle verandern Vorstellungen von „Offentlichkeit“ und fuhren zu einer neuen Vielfalt offentlicher und semioffentlicher Kommunikationsbeziehungen. Im Kontext von Medienwandel und semioffentlichen Kommunikationsbeziehungen wird argumentiert, dass (1) urbane Bewegungen vor allem transmedial offentlich breit mobilisieren konnen, dass (2) social media als Kanale strategischer Kommunikation keineswegs neutral sind und auch nicht-demokratisches Potential bergen und dass (3) social media die Stadt als Ort und Symbol keineswegs uberflussig gemacht haben.

The sociodemographics of political public deliberation: Measuring deliberative quality in different user groups

Abstract Governments and local administrations increasingly use the internet to improve citizens’ participation in deliberation processes. However, research studies have pointed out that deliberation outcomes vary due to the participants’ sociodemographic differences. In this paper, we address this debate by quantitatively measuring different sociodemographic participant groups’ deliberation quality. By building an index of the quality of understanding (IQU), we analyze the quality of 1,991 postings on local political issues that participants contributed during the 2011 Zurich City debate. We defined five indicators for deliberation quality: statement of reasons, proposals for solutions, respect, doubts, and reciprocity. The analysis confirms that the sociodemographic composition of the participants is of great importance for self-selected participation and deliberation quantity, but not for the deliberation quality.

What Media Logics Can Tell Us About the Internet?: Studying Online Politics Beyond Techno-Optimism and Normalization

This chapter departs from the dichotomy between techno-optimism and normalization and asks the questions how participation online has been – and can be – studied beyond this. The chapter focuses on ...

Dimensionen von Big Data: Eine politikwissenschaftliche Systematisierung

Aus Big Data, der massenhaften Sammlung und Auswertung der vielfaltigen Daten, die durch die Digitalisierung aller Lebensbereiche entstehen, erwachsen neue Phanomene, die zentrale politikwissenschaftliche Erkenntnisse und Konzepte infrage stellen und die durch moderne Gesellschaften bewertet und reguliert werden mussen. Ziel dieses Beitrags ist es, Big Data in seinen vielfaltigen Bedeutungen fur die politikwissenschaftliche Forschung zu erschliesen und eine Systematik fur kunftige Forschung zu entwickeln. Fluchtpunkt ist dabei die These, dass sich durch Big Data die Bedingungen kollektiv bindenden Entscheidens verandern, indem soziale Wissensbestande, Normen und Regulierung einer radikalen Mikrofokussierung unterworfen werden. Seine Wirkung entfaltet Big Data, so die Annahme, indem es kollektiv geteilte Erwartungen weckt oder begrenzt – in kulturell-kognitiver, normativer und regulativer Hinsicht. Zugleich wird Big Data wiederum selbst durch kollektive Erwartungen gepragt. Die Tiefe und Reichweite der durch Big Data verursachten Anderungen ist allerdings je nach Dimension und Bereich ganz unterschiedlich.

The End of Media Logics? On Algorithms and Agency

We argue that algorithms are an outcome rather than a replacement of media logics, and ultimately, we advance this argument by connecting human agency to media logics. This theoretical contribution builds on the notion that technology, particularly algorithms are non-neutral, arguing for a stronger focus on the agency that goes into designing and programming them. We reflect on the limits of algorithmic agency and lay out the role of algorithms and agency for the dimensions and elements of network media logic. The article concludes with addressing questions of power, discussing algorithmic agency from both meso and macro perspectives.

Vernetzung als Problem: Social Media in der Politik

Politiker und politische Parteien interessieren sich sehr dafur, das Internet und speziell soziale Netzwerke fur ihre Kommunikation einzusetzen. Obwohl bislang unklar bleibt, wie viele zusatzliche ...