Innovation in strategic political campaigning : a study into the use and effect of new technologies in political campaigns and their impact on Malta

Abstract

This study investigates the realm of political campaigning vis-a-vis new communication technologies, and their use and effect, with particular emphasis on the Maltese context. Malta is a small and densely populated island in the middle of Mediterranean Sea, with a particularly unique political scene, in which various traits of political campaigning may be identified. Technological innovations have, in the past decades, revolutionised the world and the way people interact and communicate with each other. With the technological revolution happening all around the globe, the world is rapidly developing on many different fronts. Politics, political communication and political campaigning are deeply affected by the development of these technologies. Current political campaigning is characterised by various traditional communication methods, alongside new innovative aspects that continue to develop from time to time. With the support of digital technologies, political campaigning is taking on new forms, with instant connections between the politician and the citizen, through interactive social networks, such as Facebook and Twitter. The study was conducted through an initial review of the relevant literature, followed by ten (10) interviews with experts in the political field, and two (2) focus groups made up of a representation of the Maltese society. The study revealed that tools such as social media networks (mainly Facebook and Twitter), and other innovations, such as smartphone applications, are indeed helping politicians to interact better with constituents and vice-versa. Notwithstanding this, however, political communication is still seen as a personal exercise, and thus, there is still a great deal of value attributed to face-to-face communication. Personalising the digital political message could help to maximise the potential of these tools, and thus, to reflect a better use and effect of new technological innovations in political campaigning.