Tweet style: campaigning, governing, and social media in Australia

Abstract

When politicians use the new tools of social media to talk directly to voters, how strategic are these communications? Do lawmakers change how they present themselves in different situations, tweeting differently during campaigns and when their party is out of power, or tailoring their ‘tweet style’ to the preferences of constituents? I explore these questions by categorising 291,091 tweets by politicians in Australia, a nation that features variation in electoral systems in its two legislative houses and which held an election after widespread adoption of social media. When their party controls government, politicians tweet about their personal characteristics and events more often, avoiding clear ideological positions. When an election is called, politicians both in government and in the opposition rally their bases by tweeting toward their own sides of the ideological spectrum.