Exploring Affordances Of Facebook As A Social Media Platform In Political Campaigning

摘要: In recent years we have witnessed political parties adopting social media as part of their election campaign strategy to encourage citizen participation and involvement. The purpose this paper is investigate what Facebook a platform perceived afford in how these intentions are reflected the actual actions during campaign. Based on case study parties’ use Danish general 2011, our findings reveal that medium afford: 1) facilitation direct communication promote interests enable dialogue, 2) projection an image authenticity through informal 3) creating interaction involvement dynamic relationships with supporters. A closer look at shows majority intended affordances acted out practice; however, also highlight certain aspects neglected by yet new types surface. observed discrepancies between prompt discussion should consider when engaging activities strategy.