The German federal election of 2009: The challenge of participatory cultures in political campaigns
Increasingly, political actors have to act in online communication environments. There they meet overlapping networked publics with different levels of participatory cultures and varying expectations of participation in the (re)making and co-production of political content. This challenges political...
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2012-06-01
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Online Access: | http://dx.doi.org/10.3983/twc.2012.0310 |
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doaj-a932735c4eaf41bdb06df3a52d68947f2021-07-02T01:03:14ZengOrganization for Transformative WorksTransformative Works and Cultures1941-22581941-22582012-06-011010.3983/twc.2012.0310The German federal election of 2009: The challenge of participatory cultures in political campaignsAndreas Jungherr0University of Bamberg, Bamberg, GermanyIncreasingly, political actors have to act in online communication environments. There they meet overlapping networked publics with different levels of participatory cultures and varying expectations of participation in the (re)making and co-production of political content. This challenges political actors used to a top-down approach to communication. Meanwhile, online users are increasingly politically involved as legislatures all over the world become more active in regulating communication environments online. These new political actors often share participatory practices and have high levels of new media skills. Now they are challenged to adapt these bottom-up participatory cultures to the traditional political environment. This paper examines these adaption processes by examining three examples from the campaign for the German federal election of 2009. These examples include the attempt of Germany's conservative party (CDU) to encourage their supporters to adapt participatory practices, the German Social Democrats' (SPD) top-down production and distribution of online content that mimicked the look and feel of user-generated content, and the bottom-up emergence of political flash mobs.http://dx.doi.org/10.3983/twc.2012.0310Angela MerkelFlash mobGermanyNetworked publicsOnline campaigningParticipatory culturePoliticsRemixTransformative work |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Andreas Jungherr |
spellingShingle |
Andreas Jungherr The German federal election of 2009: The challenge of participatory cultures in political campaigns Transformative Works and Cultures Angela Merkel Flash mob Germany Networked publics Online campaigning Participatory culture Politics Remix Transformative work |
author_facet |
Andreas Jungherr |
author_sort |
Andreas Jungherr |
title |
The German federal election of 2009: The challenge of participatory cultures in political campaigns |
title_short |
The German federal election of 2009: The challenge of participatory cultures in political campaigns |
title_full |
The German federal election of 2009: The challenge of participatory cultures in political campaigns |
title_fullStr |
The German federal election of 2009: The challenge of participatory cultures in political campaigns |
title_full_unstemmed |
The German federal election of 2009: The challenge of participatory cultures in political campaigns |
title_sort |
german federal election of 2009: the challenge of participatory cultures in political campaigns |
publisher |
Organization for Transformative Works |
series |
Transformative Works and Cultures |
issn |
1941-2258 1941-2258 |
publishDate |
2012-06-01 |
description |
Increasingly, political actors have to act in online communication environments. There they meet overlapping networked publics with different levels of participatory cultures and varying expectations of participation in the (re)making and co-production of political content. This challenges political actors used to a top-down approach to communication. Meanwhile, online users are increasingly politically involved as legislatures all over the world become more active in regulating communication environments online. These new political actors often share participatory practices and have high levels of new media skills. Now they are challenged to adapt these bottom-up participatory cultures to the traditional political environment. This paper examines these adaption processes by examining three examples from the campaign for the German federal election of 2009. These examples include the attempt of Germany's conservative party (CDU) to encourage their supporters to adapt participatory practices, the German Social Democrats' (SPD) top-down production and distribution of online content that mimicked the look and feel of user-generated content, and the bottom-up emergence of political flash mobs. |
topic |
Angela Merkel Flash mob Germany Networked publics Online campaigning Participatory culture Politics Remix Transformative work |
url |
http://dx.doi.org/10.3983/twc.2012.0310 |
work_keys_str_mv |
AT andreasjungherr thegermanfederalelectionof2009thechallengeofparticipatoryculturesinpoliticalcampaigns AT andreasjungherr germanfederalelectionof2009thechallengeofparticipatoryculturesinpoliticalcampaigns |
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