Empowerment vis-a-vis disengagement: Social networks in Canadian political marketing

Abstract

This thesis explores the ways in which Canadian Members of Parliament use social network sites, Facebook in particular, for political purposes. The roots of this thesis are found in liberalism as discussed by John Locke (1689), Immanuel Kant (1795), Jean Jacques Rousseau (1762), and John Stuart Mill (1859; 1863), Jurgen Habermas' public sphere theory (1962) and theory of communicative action (1981), Manuel Castells' (1996) network theory, and the social shaping of technology theory as outlined by Lievrouw (2002). Other concepts that guide this thesis are the strength of weak ties, the mediated public sphere, the amateur as producer, private versus public spaces, and political marketing. From these concepts, the primary goal is to understand the views, choices, and perceptions of MPs as they use Facebook and explain the findings in light of the theoretical framework. In-depth interviews with Canadian MPs as well as a content analysis of their Facebook page or profiles were conducted to measure the ways in which MPs use this social network site. This thesis finds that MPs use social network sites for political marketing purposes rather than for engagement purposes. It is argued in this thesis that the use of Facebook by Canadian MPs is enshrined in liberalism and, consequently, has a negative effect on Canada's democracy because it elevates the individual over the community.