- Title
- Political communication: a case study of the Democratic Alliance and its use of digital media in the 2014 South African General Elections
- Creator
- Chong, Sandra Pow
- Subject
- Communication -- Political aspects -- South Africa Mass media -- Political aspects -- South Africa Political campaigns -- South Africa
- Date Issued
- 2015
- Date
- 2015
- Type
- Thesis
- Type
- Masters
- Type
- MA
- Identifier
- http://hdl.handle.net/10948/11416
- Identifier
- vital:26923
- Description
- Political organisations are now using a two-way path of communication thanks to the development of technological platforms that work in-sync with the internet to allow this to happen. Information can now flow across new networks to allow exchanges from the many to the many. This study sets out to explore the use of social media by political organisations as a means of political communication. A case study was conducted which focussed on online communication used by the Democratic Alliance in the 2014 General Elections in South Africa. The social media strategies adopted by the Democratic Alliance was examined. Reference is made to the 2008 Obama Campaign. The study revealed that the DA primarily made use of two-way asymmetrical communication despite the party posting a lot of consistent information and content; however in response to many questions and comments posted on the social media fora by online users, the DA only selectively responded to a handful of these.
- Format
- 87 leaves
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Arts
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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