Looking out or turning in? : organisational ramifications of online political posters on Facebook

Lee, Benjamin John and Campbell, Vincent (2016) Looking out or turning in? : organisational ramifications of online political posters on Facebook. International Journal of Press/Politics, 21 (3). pp. 313-337. ISSN 1940-1612

[thumbnail of looking our or turning in pre print vers revised]
PDF (looking our or turning in pre print vers revised)
looking_our_or_turning_in_pre_print_vers_revised.pdf - Accepted Version
Available under License Creative Commons Attribution-NonCommercial.

Download (846kB)


Academic analysis of the growth and nature of political campaigning online has concentrated largely on textual interactions between politicians, parties, their members and supporters as well as voters more widely. In evaluating the shift from traditional to online campaigning techniques the use of social media’s increasingly visual capabilities has been comparatively neglected in research. This article considers one type of online visual political communication, the online political poster, in terms of its strategic campaign functions relating to persuasive and organisational roles. The article uses a case study of an extensive dataset of online political posters collected from political parties in the UK, on Facebook, between September 2013 through to and including the General Election in May 2015, to try to understand how parties used online political posters and how audiences responded to them. The findings show that despite a clear emphasis on sharing images, very few received widespread attention arguably limiting their persuasive role. However, their prevalence suggests a role relating to parties trying to maintain relationships with existing online supporters as a form of displaying virtual presence, credibility and belonging, paralleling the function of traditional window posters and yard signs but in a social media setting.

Item Type:
Journal Article
Journal or Publication Title:
International Journal of Press/Politics
Additional Information:
The final, definitive version of this article has been published in the Journal, International Journal of Press/Politics, 21 (3), 2016, © SAGE Publications Ltd, 2016 by SAGE Publications Ltd at the International Journal of Press/Politics Theory page http://hij.sagepub.com/ on SAGE Journals Online: http://online.sagepub.com/
Uncontrolled Keywords:
?? electionscampaigningsocial mediaadvertisingpolitical brandingcommunicationsociology and political science ??
ID Code:
Deposited By:
Deposited On:
13 Apr 2016 08:18
Last Modified:
31 Dec 2023 00:40