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首页> 外文期刊>Contemporary social science >Social media election campaigning: who is working for whom? A conceptual exploration of digital political labour
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Social media election campaigning: who is working for whom? A conceptual exploration of digital political labour

机译：社交媒体竞选活动：谁为谁工作？数字政治工作的概念探索

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摘要

This paper posits the notion of digital political labour (DPL) as a rewarding concept for the analysis of political communication and social media. Numerous studies conclude that the engagement, dialogic and social affordances of social media have not yet been realised. 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. The empirical data in this study are 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.
机译：本文提出了数字政治劳工（DPL）的概念，作为对政治传播和社交媒体进行分析的有益概念。许多研究得出的结论是，尚未实现社交媒体的参与，对话和社交能力。但是，尽管缺乏直接的互动，活跃的观众还是通过自己在社交媒体中的行为参与了DPL，因为观众不仅会收到政治信息，而且会使用自己的用户生成的内容做出重要贡献。这项研究的经验数据来自2014年全国大选期间瑞典政党的官方Facebook页面。结果表明，大多数沟通工作实际上是由听众进行的，而不是由当事方自己进行的。这项研究突出了DPL的两个重要方面，即用户构成广告的目标和载体以及自由劳动产生政治竞选内容的受众。

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