Elections, Campaigns and Lobbying

Running Head: ELECTIONS, CAMPAIGNS AND LOBBYING
Elections, Campaigns and Lobbying
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ELECTIONS, CAMPAIGNS AND LOBBYING
Introduction
In this age of digital revolution, election campaigning is much dependent on party websites,
social media as well as direct email campaigning for faster, cheaper as well as more targeted
means of approaching the voters. The traditional Federal campaigning method of handing out
printed materials or sending them by post have become obsolete now.
Discussion
In this age of postmodern election campaigning, social media and other digital attributes of
election campaigning is playing a crucial role. In the major Federal campaigns of the past, we
have witnessed the traditional exchange of paper printed electoral information with the voters. In
comparison, we are witnessing that the Australian politicians similar to their overseas
counterparts, are gradually overcoming the use of traditional media and gradually indulging into
instagramming, Twitter handling as well as accumulating friends as well as likes on Facebook as
a part of their communication method through election campaigning. In this context, researchers
like Macnamara (2018), are of the opinion that electronic messages are likely to reach the
audience’s faster and have a more prompt impact on their minds. Psychological comparison
between impact created by traditional federal election campaigning and the the post modern
campaigning methods using digital media reviews that, the people registers the facts conveyed
by campaigners more easily and clearly when digital messages are delivered. Previously, people
did not give much importance to the paper printed messages because they were unattractive and
common place. However, in this digital age the messages conveyed to voters different each time
because of their variety of visual appeal and content illustration (Bennett, 2016). The branding
and Packaging of elections have changed permanently with the emergence of social media.
Nowadays, with the development of post modern campaigning, the candidates have two fold

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ELECTIONS, CAMPAIGNS AND LOBBYING
election goals. The first is to alleviate their public profiles and secondly it is to include vote
winning issues on the electoral agenda. The studies on political communication conducted in
Australia by Bleakley (2018), reveals that since the success of the Kevin 07 Electoral Campaign
by the labour party, Australian Federal politics has seen more MPs who are exaggeratedly using
digital tools. In postmodern electoral campaigning, they have been an increase of digital tools
and social media usage by 243 % between 2009 to 2016 (Barry & You, 2017). the artilleries of
public communication used during election, now it is in Australia and in other major developed
areas of the world include Facebook, personal website of the political candidates, direct emailing
ok, Twitter handling and using other favoured digital platform popular among the local
audiences. The use of YouTube videos is also on the Rise among the politicians who use
YouTube to create inspirational content for the voters in order to allure them to vote for the
candidates of a particular political party. Kevin Rudd got over 3 million views From The 51
videos that he posted during the 2013 election campaign in Australia (Carson, Dufresne &
Martin, 2016). A recent post modern development of election campaigningis that political parties
in Australia and in other countries as well as civil vote related organisations are boring from the
campaign Playbook used by Barack Obama in 2008. Political parties are mainly using this and
their websites as well as social media for accumulation of campaign funds.if the Australian
context is taken into consideration, it is not for the to mention that in the year 2013 the labour
government was able to generate funds comma worth more than Australian dollars $800000 by
means of small donations using these targeted methods. Like the primitive federal election
campaigning techniques, the campaign of post modern times, did not use time and resources to
collect small funds from individual party members or voters. On the contrary, they use the digital
platform along with online money transfer in technology to create e wallets where people could