Political Social Media Campaigning in Fiji's 2014 Elections

Journal of Pacific Studies, Vol. 35, Issue 3, pp. 89-114

26 Pages Posted: 21 Mar 2017 Last revised: 12 Apr 2017

See all articles by Jope Tarai

Jope Tarai

University of the South Pacific

Romitesh Kant

The University of the South Pacific, Suva

Glen Finau

University of the South Pacific

Jason Titifanue

University of the South Pacific; La Trobe University

Date Written: March 18, 2015

Abstract

This research explores the contemporary phenomenon of online political campaigning in the 2014 Fiji Elections. With increasing Internet and mobile penetration, Fijian citizens, especially youths, have become more Internet savvy. Fiji’s youth represents 47% of Fiji’s voting population and some argue that securing the youth vote may have held the key to winning the 2014 Fiji elections. Candidates therefore had begun employing social media to appeal to the younger demographic. This research examines this emerging new trend by analysing the Facebook pages of candidates and parties vying for a seat in Fiji’s 2014 elections.

Keywords: Fiji Elections, Social Media, Political Campaigning, Social Media Analytics, Fiji Politics

Suggested Citation

Tarai, Jope and Kant, Romitesh and Finau, Glen and Titifanue, Jason, Political Social Media Campaigning in Fiji's 2014 Elections (March 18, 2015). Journal of Pacific Studies, Vol. 35, Issue 3, pp. 89-114, Available at SSRN: https://ssrn.com/abstract=2935597

Jope Tarai

University of the South Pacific ( email )

Romitesh Kant

The University of the South Pacific, Suva ( email )

Glen Finau (Contact Author)

University of the South Pacific ( email )

Laucala Campus
Suva
Fiji

Jason Titifanue

University of the South Pacific ( email )

La Trobe University

Institute for Human Security and Social Change
Victoria 3552, 3086
Australia

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