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Political communication via Internet

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Audio-recordings and videos are posted on a website and can be viewed and sometimes downloaded ... Royal Videos ... Midterm Elections Videos ... – PowerPoint PPT presentation

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Title: Political communication via Internet


1
Political communication via Internet
  • Rainer Heufers and Maximilian Peters
  • Friedrich Naumann Foundation
  • Gerakan Publicity and Communications Workshop
  • 3rd 5th May 2007, Menara PGRM

2
Communication channels
  • Website
  • Audio / Videofiles
  • Blogs
  • Podcasts
  • Videoblogs

3
Opportunities in Malaysia
  • 3.7 Million internet dial-up subscriptions (2005)
  • 490,630 Internet Broadband Subscriptions
  • Malaysian internet-rate397 (France 414)
    internet users per 1000 people (Human Development
    Report)
  • ? Potential quite high

4
  • Only one percent (!) of the American households
    use Podcasts/Videoblogs ? long way to mainstream
  • Low amount of people using new technology -
    it seems to be more an instrument which can be
    used to motivate party members than to acquire
    new voters at least at the moment

5
  • Audio / Videofiles, Blogs Podcasts allow
    political communication with little technical
    efforts
  • their costs are low compared to other
    advertisements
  • Fast and current information is possible
  • Communication with the user seems possible
  • ? interactive campaigning

6
Communication channels
  • Website
  • Audio / Videofiles
  • Blogs
  • Podcasts
  • Videoblogs

7
Interactive Websites
  • Political Party-websites where users can actually
    communicate with the party officials
  • A good example is Deutschlandprogramm.de where
    Germanys liberal Party FDP collected main
    points for campaign manifesto from online users

8
Communication possibilities
  • Website
  • Audio / Videofiles
  • Blogs
  • Podcasts
  • Videoblogs

9
Audio / Videofiles
  • Audio-recordings and videos are posted on a
    website and can be viewed and sometimes downloaded

10
Examples (I) Barack Obama
  • Barack Obama used a Videofile for announcing his
    intentions to run for presidency

11
Obama Videos
  • A collection of campaigning recordings
  • Does not really seem to be appealing to potential
    voters ? no feeling of a communication
  • Videos seem too long ? hard to keep the viewers
    attention

12
Examples (II) Ségolène Royal
  • Ségolène Royal provides her election-campaign
    website visitors with plenty of videofiles

13
Royal Videos
  • Webpage full of videofiles but only few primary
    video messages to the potential voters
  • Mostly short up to three minutes
  • Private atmosphere, many different camera
    perspectives ? attractive design
  • short but catchy theme ? high recognition value
  • Subscription is not possible

14
Examples (III) US Midterm Elections
  • At the eve of the last US Midterm Elections both
    Democrats and Republicans - used Videofiles in
    their campaigns

15
Midterm Elections Videos
  • Video messages became very popular in the past
    November 2006 US Midterm Election campaigns /
    Candidates from various states used videos for
    the first time
  • Youtube as an important instrument of
    propagation of those videos

16
Youtube
  • In regard of an elevated concentration of
    political Videofiles, Yotube.com seems to be an
    adequate platform to reach especially younger
    consumer
  • In order to reach out to as many people as
    possible many links in Youtube are required

17
Communication channels
  • Website
  • Audio / Videofiles
  • Blogs
  • Podcasts
  • Videoblogs

18
Blogs
  • Based on pre-designed Weblogs (e.g. blogspot.com)
  • A user-generated website where entries are made
    and displayed in a chronological order
  • Blogs often provide commentary or news on a
    particular subject, such as politics, or local
    news some function as more personal online
    diaries.
  • A typical blog combines text, images, and links
    to other blogs and web pages related to its
    topic.
  • Readers can leave comments in an interactive
    format
  • Most blogs are primarily textual although some
    focus on photos (photoblog), videos (vlog), or
    audio (podcasting)

19
Blogs
  • Blogging websites contain features that create
    interactivity of all bloggers (blogosphere)
  • A subscription-possibility is an essential
    characteristic of a blog (RSS)
  • A newsreader (e.g. bloglines.com) collects all
    updates of subscribed blogs and websites
  • www.

Blogosphere
20
Communication channels
  • Website
  • Audio / Videofiles
  • Blogs
  • Podcasts
  • Videoblogs

21
What is Podcasting?
  • A digital audio broadcast recording which can be
    downloaded from the internet on a personal
    MP3player. The word Podcast is a mixture of
    IPod and broadcast.
  • A podcast is distinguished from other digital
    audio files by its ability to be downloaded
    automatically via RSS (Atom)
  • A podcatcher (e.g. iPodder.com) collects all
    updates of subscribed podcasts
  • MP3-format ? usage of different devices is
    possible usage in subway, gym etc.
  • WWW.

22
ikauder.de
23
Examples (Podcasts)
  • Podcast of the Conservatives in Germany. Started
    during the election campaign in 2005
  • never longer than five minutes
  • introduction with music and a speaker who is
    also moderating the show

24
Swing voters
  • Podcasts could be very interesting for so-called
    swing voters who are not stated to one
    particular party
  • if they do take part in elections, they usually
    inform themselves very precisely before voting
    for one candidate / party. For those Podcasts are
    a good source of information

25
Communication channels
  • Website
  • Audio / Videofiles
  • Blogs
  • Podcasts
  • Videoblogs

26
Videoblogs
  • A blog including a video
  • often combines attached videos or a video link
    with supporting text, images, and other metadata
  • A Videoblog is distinguished from other digital
    video files by its ability to be downloaded
    automatically via RSS (Atom)

27
Examples (IV) Angela Merkel
  • German Chancellor Merkel first head of
    government producing a regular videoblog

28
Merkel Videoblogs
  • High quality / high level of perfection
  • Memorable intro high level of brand recognition
  • Every time another set
  • All episodes suffer of a donnishness of Ms.
    Merkel
  • Seems very formal no feeling of even a little
    cosiness
  • Between 4 to 6 mins long
  • Till now about 250.000 users
  • 6500 Euro per show
  • Investment of about 5,42 Cent per user

29
Examples (V) Hillary Clinton
  • Hillary Clinton announced her intentions to
    become the 2008 presidential candidate via
    Videoblog

30
Clinton Videoblogs
  • The whole atmosphere seems to be very familiar
    compared to the Merkel videos
  • Private location maybe a special tool to
    attract the viewers attention
  • Seems like an answer to questions asked by users
    concerning previous shows.
  • Around 5 mins long

31
Opportunities of Podcasting, Audio- and Videoblogs
  • Time a very slender resource
  • People have less time for their interests
  • ?Podcasts in the car, train, gym
  • Information can be received at unusual places and
    in new situations

32
Political communication Perspectives
  • Better time utilization ? higher level of
    information possible
  • audio and visual recordings are much easier to
    understand and more emotional than complex long
    texts
  • ? Podcasts for mobilization of members and
    supporters
  • Example from the world of business
    Ex-Bertelsmann CEO
  • Thomas Middelhof

33
Best Practice
34
  • In order to maintain the viewers attention a
    videofile or videoblog should be rather short
    than too long
  • A nice atmosphere is helpful private ambience
    makes it more interesting to the viewers eye
  • Reading off should be avoided
  • Different camera positions are required in order
    to avoid boredom
  • Insertions of short videos and digital readouts
    can be helpful for a better understanding of the
    message
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