Technology, popular culture and everyday life: The electoral defeat of New Zealand Internet MANA

Article type: Research Article

Authors: Cardo, Valentina

Affiliations: Winchester School of Art, University of Southampton, Park Avenue, Winchester SO23 8DL, UK | Tel.: +44 023 8059 6994; E-mail: v.m.cardo@soton.ac.uk

Abstract: The development of the Internet and social platforms was expected to have a profound impact on citizens’ ability to influence politics, transforming traditional methods of political communication. This article examines the digital campaign strategy of the Internet MANA alliance during the 2014 New Zealand General Election. Internet MANA adopted digital strategies that had proven successful overseas and had the potential to radically transform New Zealand politics. The campaign, however, culminated in a disastrous electoral defeat. The article argues that online media strategies alone cannot explain election outcomes. Instead, we need to explore the ways in which digital campaign strategies interact with the electoral system, mainstream media and political ‘brands’. Going beyond the specifics of New Zealand politics, this article raises questions about the role of technology on political communication practices.

Keywords: Political communication, digital politics, democracy and technology, politics and popular culture, New Zealand politics

DOI: 10.3233/IP-170038

Journal: Information Polity, vol. 23, no. 1, pp. 67-80, 2018