Policy, politics, and personalities: Tony Abbott’s and Kevin Rudd’s use of social media during the 2013 Australian federal election

McCabe, Katherine (2014). Policy, politics, and personalities: Tony Abbott’s and Kevin Rudd’s use of social media during the 2013 Australian federal election. In: Diana Bossio, Refereed Proceedings of the Australian and New Zealand Communication Association conference: The digital and the social: communication for inclusion and exchange. Australian and New Zealand Communication Association Annual Conference, Melbourne, Vic, Australia, (1-22). 9-11 July 2014.

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Name Description MIMEType Size Downloads
Author McCabe, Katherine
Title of paper Policy, politics, and personalities: Tony Abbott’s and Kevin Rudd’s use of social media during the 2013 Australian federal election
Conference name Australian and New Zealand Communication Association Annual Conference
Conference location Melbourne, Vic, Australia
Conference dates 9-11 July 2014
Proceedings title Refereed Proceedings of the Australian and New Zealand Communication Association conference: The digital and the social: communication for inclusion and exchange
Place of Publication Campbell, ACT, Australia
Publisher ANZCA
Publication Year 2014
Sub-type Fully published paper
Open Access Status
ISSN 1448-4331
Editor Diana Bossio
Start page 1
End page 22
Total pages 22
Collection year 2015
Language eng
Abstract/Summary Social media is becoming increasingly relevant in contemporary elections, but assessments of its impact are mixed, ranging from those who believe it to be a transformative, democratising force, to others who argue that its equalising promise has gone unfulfilled due to inherent vulnerabilities of the medium, or to ‘user gaps’, that is, the failure of users to embrace the interactive technologies to their full potential. For this paper, I have analysed the social media activity of Tony Abbott and Kevin Rudd throughout the 2013 Australian federal election. Using qualitative coding to facilitate comparison between candidates and social media platforms, I compare their social media activity, with particular focus on the extent to which each candidate used the interactive capabilities of social media, as well as the balance of personality-based content to policy content. I conclude with a discussion of whether Abbott’s and Rudd’s social media activities during the 2013 election represented a shift in campaign communication style, or simply an extension of standard broadcast media campaign tactics to a new platform.
Q-Index Code E1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes http://www.anzca.net/conferences/pastconferences/

Document type: Conference Paper
Collections: Official 2015 Collection
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Created: Tue, 24 Mar 2015, 10:37:43 EST by Ms Stormy Wehi on behalf of School of Communication and Arts