Social Media in the Media: How Australian Media Perceive Social Media as Political Tools

Social media are becoming increasingly integrated into political practices around the world. Politicians, citizens and journalists employ new media tools to support and supplement their political goals. This report examines the way in which social media are portrayed as political tools in Australian mainstream media in order to establish what the relations are between social media and mainstream media in political news reporting. Through the close content-analysis of 93 articles sampled from the years 2008, 2010 and 2012, we provide a longitudinal insight into how the perception by Australian journalists and news media organisations of social media as political tools has changed over time. As the mainstream media remain crucial in framing the public understanding of new technologies and practices, this enhances our understanding of the positioning of social media tools for political communication.