Permanent satellite campaigning? Momentum across the 2017 General Election and 2018 permanent campaign.

Research output: Contribution to conferencePaper

Abstract

Satellite campaigns have been discussed as a core part of parties online campaigns. However, what satellite campaigns do during permanent campaigns is as yet poorly understood. Building upon work seen in this area (Dennis, 2019), this paper examines 273 posts taken from Momentum's Facebook campaign during the 2017 General Election and randomly sampled across the 2018 permanent campaign. Dennis noted the possibility of some element of campaign hybridity between an external election campaign focus, and then an internal permanent campaign focus (2019). Examining Momentum across 2018, the group clearly became an internal partisan campaign group.

Across the #JC9 campaign, the organisation pushed for the left of Labour to be in supremacy, alongside securing Jeremy Corbyn’s premiership. In information approaches the permanent campaign saw the organisation focus on a smaller more partisan blend of political areas. Leadership content declined as Corbyn’s position stabilised after the election success, while the page was trying to reach and inform a less broad audience. In participation, Momentum’s strategy adjusted towards smaller scale activation of party members, campaigning directly to these individuals to help elect the #JC9. Momentum switched from a page trying to reach and organise a larger base, to a place for the activation and organisation of a smaller band of engaged users.
Original languageEnglish
Publication statusPublished - 31 Mar 2021
EventPolitical Studies Association Conference (PSA) 2021 - Belfast, UK United Kingdom
Duration: 26 Mar 202131 Mar 2021
https://www.psa.ac.uk/psa/news/psa-annual-international-conference-2021-call-papers

Conference

ConferencePolitical Studies Association Conference (PSA) 2021
Abbreviated titlePSA 21
CountryUK United Kingdom
CityBelfast
Period26/03/2131/03/21
Internet address

Keywords

  • social media
  • satellite campaigning
  • momentum
  • permanent campaigning
  • labour party
  • election campaigns
  • social media campaigns
  • digital media campaigning
  • social media and politics

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