1. A decade of research into online election campaignsin ScotlandBravehearts or Timrous Beasties?Graeme Baxter and Rita MarcellaDepartment of Information Management, Aberdeen Business School,Robert Gordon University, Aberdeen, UK

2. A new sort of democracyan open,accessible Parliament(Consultative Steering Group on the ScottishParliament, 1998)It should aspire to be an example ofbest practice in Parliamentaryinformation systems(Expert Panel on ICTs, 1998)MSPs are intensive and competentusers of ICTs ICTs are embeddedinto their parliamentary activities(Smith & Webster, 2004)Scottish Parliament formed in 1999Image: Scottish ParliamentWould those seeking to gain election to the Parliament also takeadvantage of the opportunities offered by ICTs?

3. Scottish Parliament elections,2003, 2007 and 2011 UK Parliament election 2010(Scottish constituencies only)Four studies conducted, 2003 to date

4. Content analysis of all party websites Sample of 11-12 candidate websites Analysis during four weeks precedingpolling day Content analysed in terms of the ways inwhich the websites: provided policy and candidate information; provided up-to-date campaign news; tried to engage the support of users; and provided opportunities for interaction and debate.Methodologies (1)

5. Online enquiry responsiveness test, measuring speed and extent ofresponse Covert research, where researchers posed as potential voters Created special email accounts and (in 2010 and 2011) social mediaaccountsMethodologies (2)

6. In 2010 and 2011, content analysis of parties andcandidates Twitter accounts, Facebook pages, and blogs Analysis of all posts made during four-week campaign period Posts analysed in terms of the topic(s) being discussed, andthe nature of the communication taking placeMethodologies (3)

7. 2011 research included a study of votersonline information behaviour Hosted by Rosemount Community Centre,Aberdeen Recruited 64 participants, from a range ofage groups and socio-economic classes Used laptop and mobile broadband dongle Used the interactive, electronically-assisted interview methodMethodologies (4)

8. Manifestos prominent on partywebsites Recent move towards providingadditional, more concise policydocuments Policy commentary lesscommon on candidateswebsitesParty Manifestos and Other Policy Statements

9. Provision of candidateinformation on party websitesinconsistent and illogical Lack of candidate contactdetails Lack of links to candidatespersonal sitesCandidate Information

10. Larger parties better atproviding regular, up-to-datenews Slight move towardsproviding real-time feedsfrom social media sitesCampaign News

11. Vast majority of parties andcandidates have providedsome method of onlinecontact But other opportunities foronline engagement have beenlimitedCommunication and Engagement

12. Video clips have becomestandard on websites oflarger parties In 2007, some experimentswith live online TVbroadcasts, but neverrepeatedAudiovisual Features

13. Since 2007, a decline in theprovision of information inalternative formats or languages During 2011 campaign, criticismfrom disability charitiesAlternative Languages and Formats

14. Since 2003 campaign, adramatic increase in the useof the Internet for resourcegenerationMembership and Donations

15. E-mail Enquiry Response Rates

16. Social Media Enquiry Response RatesYear Facebook Twitter2010 50% 0%2011 35% 30%

17. Keen to be seen embracing newsocial media tools But lack of meaningful policycomment Most followers and likersappeared to be personal friendsor party activists Reluctance to interact withwider electorate Primarily the one-waybroadcast of informationScottish Politicians Social Media Use, 2010 and 2011

18. Parties2010 UK Election: Scottish Party Twitter Sites(n = 857 posts)81.3%ElectoratePrimary Broadcast14.6%Secondary BroadcastEngagement & DialogueUnreciprocated Engagement2.6%? 1.4%

19. Need for concise policy documents Need for local policy commentary Wish to see more online dialogue Unimpressed with social mediaefforts:trivial, shallow, superficial Majority felt campaign sites serveda useful purpose But, for 94%, they had no influenceon their voting intentionsUser Study 2011?

20. Incremental growth in use of Internet Technologies have changed, but natureof their use remains the same Primarily one-way broadcast Politicians unwilling to answer difficultquestions and engage with voters Dichotomy between provision andvoters information needs SNPs claim that online swayed thevote in 2011 is questionableOnline Elections in Scotland, 2003-2013ConclusionsPhoto: Wolverhampton Express & StarImage: No Tosh