Elections

We start the second day of CMPM2014 with Jennifer Rayner, whose interest is in the extent to which American campaigning innovations are being imported to Australia (and whether this makes sense). Some US approaches simply don't work elsewhere, due to different laws on advertising and funding, and the different electoral laws.

So in truth this is more of a process of hybridisation of campaigning, rather than a straight-out importing of US approaches. Any such approaches need to be adapted and filtered through local contexts, even if the Australian media appear to be obsessed with the "Americanisation" of Australian political campaigning. …

The final speaker at CMPM2014 today is Campbell Klose, and adviser on the wildly successful Cathy McGowan campaign which managed to unseat Liberal shadow minister Sophie Mirabella in the electorate of Indi in the 2013 Australian federal election. Indi is a very large electorate (roughly the size of the state of Massachusetts), with some 100,000 voters.

Early on, the Voice 4 Indi campaign began by holding some 55 kitchen table conversations with 425 participants, covering local and national issues. The results of this process were taken to Mirabella, who fundamentally disagreed with them and suggested Indi-ans cared only about cost …

The final session at CMPM2014 starts with Mike Smith from Ethical Consulting Services, who has worked with the Obama campaign in the past. He suggests that the Australian Labor Party can campaign like Obama, but only if there is considerable culture change in the ALP. However, he also notes that there are significant differences between the US and Australian system.

Voting in the US is voluntary, so there is a need for campaigning to generate a preference for one or the other side which is strong enough to motivate people to go to the polls on a regular working day …

The next speaker at CMPM2014 is Gavin Lees, via Skype link (uh-oh). His interest is in the segmentation of political supporters in Australia, and the political targetting strategies which emerge from this; and this builds on Roy Morgan data on the demographics of some 42,000 Australian voters covering the periods before and after the 2010 election.

Amongst the variables examined by this study were gender: National voters were slightly biased towards men, Green voters slightly toward women; age: National biased toward older, Greens towards younger and against older voters; income: National biased towards low-income, Greens slightly biased towards higher income …

Next up at CMPM2014 is Edwina Throsby, whose focus is on swinging voters. These are important figures in Australian politics, and seen as determining party policies and deciding elections; the fact that Australia has compulsory voting also makes their position very special in an international context.

There are plenty of assumptions about who these swinging voters are, and how they might be targetted by political campaigning – and indeed most campaigns are squarely focussed on this group. But such targetting has become increasingly difficult in recent years: while campaigners continue to believe that they can be targetted as a bloc …

Next up at CMPM2014 is Lorann Downer, whose focus is on brand strategies of the Australian Labor Party in the 2007 and 2010 elections. Political branding is a consciously chosen strategy to identify and differentiate parties and instil them with functional and emotional values, and this is expressed in part in the brand architecture

Brand architecture determines the hierarchy of brands from the same producer; it determines how brand elements are used; transfers equity between brands and offerings; and creates a "house of brands" or alternatively a "branded house". In Australia, the ALP has a federal structure and operates as …

The second speaker at CMPM2014 is Andrew Hughes, whose focus is on political branding strategies. Branding is a large area within marketing exchange, of course, and aims to influence the cognition, affection, and behaviour of consumers.

Key elements in this are brand preference, brand value, brand positioning, and brand architecture, and these all have their expressions in political branding: elections measure brand preferences, voters perceptions of which parties are on the left or the right reflect brand positioning, and the perceived relations between individual leaders, state and federal parties reflect the brand architecture of political parties.

The political market isn't …

The final speaker in the ASMC14 session is Axel Maireder, whose focus is on the structure of the Twittersphere surrounding the recent European Union election. His approach is to examine the follower networks of participants in relevant discussions, and to explore which factors explain their structural patterns – such as shared national and language identity, political ideology, or other factors.

The study captured all tweets containing keywords such as European Parliament, European Election, and relevant hashtags (in the various European languages), and gathered tweets from some 440,000 users in total. Filtering these to users with at least two tweets and …

The second speaker in this ASMC14 session is Edoardo Novelli, whose interest is in the online activities around the recent election of the Italian President. While the President was elected by members of parliament, a great deal of alternative direct democracy activities took place online, driven especially by the Cinque Stelle movement of Beppe Grillo.

Edoardo conducted an analysis of social as well as mainstream media activities around the election, gathering data from newspapers and television, Internet and social media. During the election, the Net was used by various actors for official and unofficial forms of communication. This caused a …