In the wake of the ‘turning point’ 2004 US presidential election, the Obama campaign of 2008, the 2010 UK election and e-democracy movements globally, Australians went to the polls in 2010 in a media-hyped flurry of tweeting, YouTube videos, Facebook befriending and ‘liking’, blogging and other social media activities. Following a study showing that the 2007 Australian election was not a ‘YouTube election’, as claimed by many media and commentators, and that social media use in the campaign was mostly non-interactive promotional messaging, a study was undertaken during the 2010 federal election campaign to gain comparative data and updated insights. This article reports quantitative and qualitative content analysis of social media use by 206 federal political candidates and the two major political parties during the 2010 Australian election to identify trends in the volume of e-electioneering content and activity, as well as the main ways in which social media are being used in political communication.
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