Online and offline political participation in the 2014 presidential elections in Salvador

Santana, Rosane Soares

doi:10.1590/1809-58442017311

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Sumário

ANÁLISES QUANTI-QUALI EM AMBIENTES DIGITAIS • Intercom, Rev. Bras. Ciênc. Comun. 40 (3) • Sep-Dec 2017 • https://doi.org/10.1590/1809-58442017311 copy

Online and offline political participation in the 2014 presidential elections in Salvador¹ 1 This study has been carried by the author since 2014 as part of her doctoral research.

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

This study investigates the influence of sociodemographic variables (gender, age and schooling), family income, political attitudes (civic engagement and party preference) and the use of digital social media platforms on the online and offline political participation of voters of Salvador (in the state of Bahia, Brazil) during the 2014 presidential elections. The results of multinomial statistical analysis proved that social media engagement was determinant for online and offline political participation. On the other hand, a higher education was decisive for web participation. Multivariate analyses also confirmed the Reinforcement Hypothesis (DI GENNARO; DUTTON, 2006; NORRIS, 2001), evidencing that the most engaged voters in conventional participation used digital technologies to reinforce their participatory activity. The data of this study was obtained through household survey conducted in January 2015 in Salvador to investigate the use of Information and Communication Technologies (ICTs) in the electoral decision-making process.

Keywords
Digital democracy; Internet; Political behavior; Political participation; Presidential elections

Offline Participation
	Factor	Singularity	KMO	Cronbach α
Try to influence the vote of someone else	0.72	0.48	0.71	0.51
Participate in political meetings	0.64	0.59
Use a candidate’s bottom, etc.	0.57	0.68
Campaing	0.96	0.08
Online Participation
Send e-mails with a political content	0.89	0.2	0.83	0.81
Try to influence someone else’s vote online	0.82	0.31
Follow/like a Fanpage of a politician	0.9	0.18
Post political comments, etc.	0.65	0.09
Participate in online chats on politics	0.93	0.12

	Offline Participation		Online Participation
	Low	Moderate	Low	Moderate
Online/Offline Participation Index	1.885	7.81^ p<0.01	5.89^ p<0.01	6.54^ p<0.01
Education level	.970	.753	1.439	3.00^* * p<0.05,
Age	1.38^* * p<0.05,	1.263	.733	1.068
Income	.841	1.011	1.144	1.184
Gender	1.386	.734	.570	1.617
Using Twitter	7.06^* * p<0.05,	.992	.497	.230
Using WhatsApp	3.07^* * p<0.05,	6.73^* * p<0.05,	.533	1.264
Using Youtube	.849	.478	.397	2.661
Using Facebook	.683	0.09^* * p<0.05,	36.58^ p<0.01	22.41^* * p<0.05,
Using Instagram	.387	1.671	1.881	4.32^* * p<0.05,
Party Identification	1.813	10.97^ p<0.01	1.239	2.262
Civic Engagement	1.893	2.745	.924	2.681
Pseudo R²	0.36		0.53

Sociedade Brasileira de Estudos Interdisciplinares da Comunicação (INTERCOM) Rua Joaquim Antunes, 705, 05415-012 São Paulo-SP Brasil, Tel. 55 11 2574-8477 - São Paulo - SP - Brazil
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[1] Rosane Soares Santana

Rosane Soares Santana is a doctoral candidate at the Postgraduate Program in Communication and Culture of the Universidade Federal da Bahia (POSCOM-UFBA). She is a member of the Study Group on Communication, Policy and Digital Networks of the Centro de Estudos Avançados em Democracia Digital (CEADD-UFBA). She attended a Ph.D. internship in Political Science at the Universidade Federal do Paraná (UFPR), an institution in which she participated of the Research Group on Actors, Institutions, Political Behavior and New Technologies (GEIST), of the Postgraduate Program in Political Science (PPGCP). Email: rosanesantana68@gmail.com.

Brasil

Brasil

Online and offline political participation in the 2014 presidential elections in Salvador1 1 This study has been carried by the author since 2014 as part of her doctoral research.

Abstract

Online and offline political participation in the 2014 presidential elections in Salvador¹ 1 This study has been carried by the author since 2014 as part of her doctoral research.