This paper focuses on how South Africa’s governing party, the African National Congress (ANC), and main opposition, the Democratic Alliance (DA), leveraged microblogging site Twitter. This was part of their urban election campaign arsenal in the 2016 local government elections (LGE) to promote party-political digital issue ownership within an urban context. Using each party’s corpus of 2016 election-related tweets and election manifestos, this three-phased grounded theory study found that each party used Twitter as a digital political communication platform to communicate their election campaigns. The DA notably leveraged the social networking site more for intense focused messaging of its negative campaign against the ANC while simultaneously promoting positive electoral messages around its own core issues and metro (urban) mayoral candidates. Furthermore, battleground metros were identified, narrow-cast and subsequently audience.segmented by the party in Ekurhuleni, Johannesburg, Tshwane (in Gauteng) and Nelson Mandela Bay (in the Eastern Cape). This led to an emphasised campaign to either activate the party’s own urban support base and/or to suppress the ANC’s turnout in these highly-contested areas. The results of this study further indicate that the ANC and DA both used Twitter to claim explicit and implicit digital party-political issue ownership in the 2016 LGE.
The more the better? Cumulative issue ownership and intra-campaign party switching
