Abstract
In this chapter we analyse some examples of digital practices led by parties during the 2017 General Election campaign. We argue that whilst targeted advertising through Facebook has become the new normal for parties, it raises important questions regarding data-use and public expectations that require attention. We also suggest that digital media has enabled new non-party organisations to conduct what we call ‘satellite campaigns’. This development raises issues around party control, activist organisation and what we can expect from future digital campaigns. Cumulatively we therefore argue that developments in the digital realm have important implications for our understanding of electoral campaigning.
Highlights
Instagram all played a part in the campaigns (Dutceac Segesten and Bossetta, 2017) with numerous graphics, videos and messages shared online
Prominent within the wider picture of social and digital media use were two elements of the digital campaign: parties’ use of Facebook advertising and the role of what we term ‘satellite campaigns’ facilitated by non-party intermediary organisations such as Campaign Together and CrowdPac. Considering these two developments in detail, we argue that such changes represent important new evolutions in political campaigning, and raise interesting questions for parties, the public and our expectations of political campaigning
This technique was prevalent during the EU referendum the previous year (Cookson and Gordon, 2016) and at the 2015 general election the Conservatives embraced Facebook advertising, declaring a spend of £1.2 million to the Electoral Commission on this platform alone (Electoral Commission, 2016, p. 29)
Summary
Parties’ use of Facebook advertising was heralded as a key component of the 2017 campaign (Bakir and McStay, 2017; Walsh, 2017; see Bond, 2017; Ward, 2017; Waterson, 2017). Whilst the prominence of Facebook in 2017 may suggest the emergence of a new campaign tool, it is important to recognise that the use of targeted social media advertising in the UK is part of a developing trend This technique was prevalent during the EU referendum the previous year (Cookson and Gordon, 2016) and at the 2015 general election the Conservatives embraced Facebook advertising, declaring a spend of £1.2 million to the Electoral Commission on this platform alone This ensures that voters hear about topics they are likely to be interested in/receptive to, which, given that social media is an increasingly important source of news and information for many voters (Miller, 2016), has the potential to yield significant effects (Marengo, 2013) Whilst companies such as Amazon and Google have been utilising targeting techniques to filter desirable content to users for years, parties’ use of this data is less familiar, and the consequences of such targeting are unknown. As Facebook becomes a permanent part of the electoral landscape, these issues will only grow in pertinence
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
