Is social media transforming canadian electioneering? : Hybridity and online partisan strategies in the 2012 Quebec election

Authors: Giasson, ThierryLe Bars, GildasDubois, Philippe
Abstract: This article investigates the extent to which provincial political parties made use of social media in their strategy, organization and communication in order to achieve their electoral goals during the Quebec 2012 general election. Using data from a series of 19 interviews conducted with online strategists and campaign directors from the five leading parties active in the 2012 election, we identify the strategic objectives these organizations followed when developing their social media campaigns. The strategists' narratives reveal that social media became a central component of electioneering and that parties were carrying out, in various forms, hybrid campaigns that combined traditional and emergent communication technologies and employed both old and new types of organizational principles.
Document Type: Article de recherche
Issue Date: 22 January 2019
Open Access Date: 16 July 2019
Document version: AM
This document was published in: Canadian Journal of Political Science, Vol. 52 (2), 323–341 (2019)
Cambridge University Press
Alternative version: 10.1017/S0008423918000902
Collection:Articles publiés dans des revues avec comité de lecture

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