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Exploring Digital Political Labour: political public relations and the exploitation of social media engagement
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science. (Demicom)ORCID iD: 0000-0001-5218-4452
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science. (Demicom)
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science. (Demicom)
2017 (English)Conference paper (Refereed)
Abstract [en]

This paper posits the notion of digital political labour (DPL) as a rewarding concept for the analysis of political public relations and social media. Numerous studies conclude that the engagement, dialogic and social affordances of social media have not yet been realized. But despite the lack of direct interaction, active audiences are, by their own actions in social media, taking part in DPL since audiences do not only receive political messages but contribute significantly with their own user-generated content. This empirical data in this study is from the official Facebook pages of Swedish political parties during the 2014 national election campaign. The results show that most of the communications work is actually performed by the audiences, and not by the parties themselves. This study highlight two important dimensions of DPL where users constitute targets and carriers of advertising as well as audiences whose free labour generates political campaign content.

Place, publisher, year, edition, pages
2017.
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:miun:diva-29888OAI: oai:DiVA.org:miun-29888DiVA: diva2:1066637
Conference
The International Communication Association's 67th Annual Conference, Interventions: Communication Research and Practice. San Diego, USA, 25-29 May 2017
Available from: 2017-01-18 Created: 2017-01-18 Last updated: 2017-03-21Bibliographically approved

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Falasca, KajsaDymek, MikolajGrandien, Christina
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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
  • rtf