By Peter John Chen

Details and communications applied sciences are more and more very important within the Australian political panorama. From the adoption of latest types of electoral campaigning to using networking know-how to organise social routine, media expertise has the aptitude to transform the way in which politics is performed and skilled during this kingdom. the 1st accomplished quantity at the impression of electronic media on Australian politics, this ebook examines the way in which those applied sciences form political communique, regulate key private and non-private associations, and function the hot area within which discursive and expressive political existence is played. using quite a number theoretical views, empirical information, and case examples, the publication offers insights on political behaviour of Australia’s elites, in addition to the more and more very important politics of mirco-activism and social media. vigorous and fast moving, the ebook attracts jointly a variety of Australian and overseas scholarship at the interface among communications expertise and politics. Crossing a number of genres, the booklet will discover a huge viewers among students of either politics and verbal exchange, between public kinfolk pros, and with participants of the media themselves.** [C:\Users\Microsoft\Documents\Calibre Library]

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The tendency for this system to deliver variable electoral outcomes raises the question of whether this centralisation is inevitable and a feature of the media landscape. Looking at the emerging political forces in Australia we see two propensities. First, the rise of independents in recent years (as well as their longer history at the state level) might point to a break away from the power of undifferentiated national campaigns (Costar & Curtin, 2004). Should independents be a more permanent part of the landscape, it will be necessary 34 Chapter 2 — Obama-o-rama?

While the previous section argued that online channels of communication are increasingly expensive to employ effectively in national election campaigns, this does not preclude the effective use of digital media for local electoral success. Digital media is seen to be associated with innovation because it allows for sophisticated experimentation at low cost, be this in terms of personal branding, local campaigning, or building and maintaining online networks. The ability for individuals and small political organisations to develop sophisticated websites and social media strategies has increased in recent years, particularly through the advent low-cost and free content management systems (CMSs)15 (Myers, 2011), but also as these skills become readily available within the community.

The disruptive role of companies like Google in the information technology industry is a good example, taking an innovative idea and rising to the challenge presented by the monopoly of long-established firms across a range of industry segments. The extent to which Australian politicians have embraced digital media is an interesting story of experimentation and attempts at control by parties. While 15 A website management system that allows for the publication of content online without programming or knowledge of HTML.

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