The social media campaign: Mobilisation and persuasion

Abstract

Darren Lilleker and Dan Jackson review the role and impact of the social media on the election now that these platforms have become a widely used and popular activity with a significant part of the British public and especially the younger voters. Developments in 2015 are placed in context of the fast moving interactive technological advancements, particularly relating to mobile phones, in recent years. The chapter explores how social media has been used in different ways by larger parties and their smaller rivals, the latter of whom are less well-resourced and therefore keen to exploit any possibilities afforded them. The contribution and significance of e-mail, Facebook and other websites to the campaign is considered along with survey data relating to users’ online related political participation.