Although they are controversial, platforms such as Twitter and Facebook are regarded by candidates and political parties around the world as important communication tools.
Although French political parties make less use of social media than their counterparts in the United States and other Western democracies, views differ on the impact that social media may have on French democracy. However, discussions about the dangers and benefits of social media in elections overlook an even more important issue: existing evidence suggests that political campaigns on these platforms have little influence on voting behaviour. On the contrary, a series of studies shows that door-to-door campaigning can mobilise and persuade large numbers of voters. These findings suggest that parties should step up their efforts in this area, and that the government should introduce policies that facilitate the participation of all citizens in elections.
Door-to-door campaigning versus social media: how can you reach voters during local elections?
This paper examines the impact of social media on voter behaviour and analyses the effects this impact may have on the campaign strategies adopted by political parties.
Reference IPP Policy Brief No. 50
Presentation
Key Results
- Although political parties in France spend less on political advertising on social media than in the United States or the United Kingdom (even taking population differences into account), the mayors of France’s largest cities have at least as many followers as their American counterparts.
- An American study showed that a Facebook campaign had statistically significant but very small effects on voter turnout; whilst another study found that Facebook adverts had no effect on voters’ opinions of candidates.
- By contrast, a series of studies carried out in France shows that door-to-door campaigning can enable candidates to win votes in at least three different ways: (1) by increasing the number of people registered to vote, (2) by mobilising non-voters from their own camp to turn out at the polls, and (3) by persuading undecided voters to support them.
- Voter turnout is lower in local elections than in presidential elections. This suggests that the best way for candidates to win votes in these elections is to focus on the second mechanism, and to mobilise volunteers to encourage those who would otherwise abstain to go and vote.
- One of the keys to the election lies in the ability of EnMarche and more established parties such as the PS to mobilise their supporters to reach out to their voters. The most organised candidates with the strongest grassroots presence will benefit from a boost in turnout that could prove decisive.
- Relying on the parties to mobilise voters risks widening the gaps in turnout. The state could counter this effect by adopting policies that encourage and facilitate participation by all, such as automatic registration on the electoral roll.
Vincent Pons
Vestal McIntyre