Online Political CommunicationHow to Use the Web to Build Consensus

and Boost Participation

Gianluca Giansante

Foreword by Mitch Stewart, Battleground States Director, Obama 2012

GRAPHIC ELEMENTS IN THE TEXT

This book provides research findings and practical information on online communication strategies in politics. Based on communication research and real-world political-campaign experience, the author examines how to use the Web and social media to create public visibility, build trust and consensus and boost political participation.

It offers a useful guide for practitioners working in the political arena, as well as for those managing communication projects in institutions or companies.

The book, Online Political Communication

“Giansante's book is an important read for anyone interested in political communications strategies”

Reviews, Jim Messina

Jim Messina, Obama 2012 Campaign Manager, former White House Deputy Chief of Staff

The author, Gianluca Giansante

Gianluca Giansante, PhD, is a researcher, political consultant, and digital strategist.

He works as a communication consultant for large companies, institutions and political organisations.

He teaches Online Political Communication at the Luiss School of Government, Italy's top Political Science university. Giansante has been Head of Digital Strategies and Public Relations for the Region of Lazio, in Rome.

He also served as an advisor on communication to the Italian Government, Undersecretary for Institutional Communication. @g_giansante

Graphic elements in the text can be seen in color and in greater detail in this presentation.

In this presentation

Figure 4.1Barack Obama’s splash page on Election Day 2012

Barack Obama’s splash page on Election Day 2012. The page prompts visitors to share the encouragement to vote with their friends on Facebook. Continuing on the site, visitors are brought to a page where they can find their polling places.

Barack Obama’s splash page after the vote

Figure 4.2

This time, the page invites users to support Organizing for Action, an association created to support the president’s efforts.

Figura 4.3The home page of an institutional site organized according to the needs of users

The City of Manchester (manchester.gov.uk) immediately highlights the topics of greatest interest to citizens (schools, roads, benefits and support, etc.). Clicking on a button brings the user to internal pages with information on that topic.

Figure 4.4Another example of a user-friendly home page

The home page of Seth Godin (sethgodin.com) highlights the principal elements to which the author wishes to draw attention: a photo of him with the caption “Bestselling Author,” then a list of books published (on the lower bar), his blog, his bio, and a button to add the user’s name to the mailing list (on the side column)

Figure 4.4Another example of a user-friendly home page

Figure 4.5An image with a clear call to action: “Share this if you agree”

Posts with a clear call to action generate greater interaction

Figure 4.8A/B test on the splash page of Barack Obama’s website: changing the photo produced conversion rates that were 19% higher. (Source: Rush 2013)

Figure mencioned at page 150

Eyetracking visualizations show that users often read Web pages in an F-shaped pattern. Heatmaps from user eyetracking studies of three websites. The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations.

Figure 5.2Lewis Hine, Newsies at Skeeter’s Branch, Saint Louis, Missouri, 1910

Photos have proven to be useful as tools for social change: snapshots taken by Lewis Hine in the early 20th century documented the work conditions of children in the United States. These powerful images influenced public opinion and contributed to the passing of the first child labor laws

Figure not contained in the bookThe interesting thing about this photograph is that we don’t necessarily need to know any background information. The photograph itself tells the story. (Elliott Erwitt, 1950)

Obama and PutinThe role of photographs in defining political image

It is not a question of good photos or bad ones, but rather photos that strengthen or weaken the image you want to project.

A comparison of photos of Obama and Russian president Vladimir Putin illustrates this concept quite clearly.

The divergence is particularly evident when comparing photos that depict them in similar situations.

Figure 5.3Obama swimming (Official White House photo by Pete Souza)

Figure 5.3Putin swimming (Reuters/RIA Novosti/Alexei Druzhinin)

Figure not included in the bookObama wearing sunglasses

Figure not included in the bookPutin wearing sunglasses

Figure not included in the bookObama and the animals

Figure not included in the bookPutin and the animals

Obama and PutinThe role of photographs in defining political image

While the American president is shown to be open, approachable, and in touch with the people, the Russian head of state projects strength, toughness, and resolve, accentuating his role as a leader rather than as a member of the community.

These are two starkly different political profiles, both of which are reinforced by very different images.

Figure 5.5Supporters of Bill de Blasio during the New York City mayoral

election campaign. (Source: Bill de Blasio, Flickr account)

Figure 5.6. This well-known comment made by Dr. Martin Luther King Jr. serves as an encouragement to take action in the fight for human rights.

Figure 5.7«We are registered»

A photo produced by Obama supporters to remind people of the importance of registering to vote.

Figure 5.8

An activist shows her support for Obama in response to a request from the campaign for people to publish photos of themselves on their social networking profiles

Figure 5.9Job Growth Rate in the United States from 2007 to 2011

Infographic produced by Barack Obama’s campaign staff: the red portion reflects the Bush administration, while the blue portion reflects Obama’s.

This infographic from the White House shows the number of veterans and wives of veterans hired through the Joining Forces program

Figure 5.10

The image in full dimensionhttp://gianlucagiansante.com/wp-content/uploads/2015/04/22.jpg

Figure 5.12 aMoveOn E-card

An e-card published on MoveOn’s Facebook profile

Figure 5.12b

An e-card signed by actor Ashton Kutcher to promote the rights of workers in American multinational corporations.

MoveOn E-card

Figure 5.13

Hypertextual infographic produced by the US embassy in Italy: each phase of the process links to further informationhttps://www.facebook.com/AmbasciataUSA/app_676715975676449

Infographic of Matteo Renzi’s proposals for increasing the employment rate among women during the Democratic Party’s primaries

Figure 5.14

The image in full dimensionhttp://gianlucagiansante.com/wp-content/uploads/2014/03/33.jpg

Figure 5.15Example of whiteboard animation: “Mitt Romney vs. Obama 2012,” created by Ydraw, LLC.

This Mitt Romney video uses hand-drawn pictures to explain the economic situation of the United States. https://youtu.be/qKMDS4cB58U?list=PL48FCCFB33E436D65

Figure not included in the textExample of whiteboard animation “White House White Board: What ObamaCare Means For You”

Published on the White House YouTube account: https://www.youtube.com/watch?v=EQG8eZs8AJc

Figure 5.16An image from Obama’s 2012 State of the Union address. A version of this image containing photos, text, and infographics has been uploaded to YouTube

Published on the White House YouTube account: https://www.youtube.com/watch?v=Zgfi7wnGZlE

Online Political CommunicationHow to Use the Web to Build Consensus

and Boost Participation

Gianluca Giansante

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@g_giansante

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