{"id":133718,"date":"2019-10-07T10:20:09","date_gmt":"2019-10-07T10:20:09","guid":{"rendered":"https:\/\/www.bnreport.com\/how-polands-ruling-party-won-the-internet\/"},"modified":"2019-10-07T10:20:09","modified_gmt":"2019-10-07T10:20:09","slug":"how-polands-ruling-party-won-the-internet","status":"publish","type":"post","link":"https:\/\/www.bnreport.com\/en\/how-polands-ruling-party-won-the-internet\/","title":{"rendered":"How Polands ruling party won the internet"},"content":{"rendered":"<p>WARSAW \u2014 Jaros\u0142aw Kaczy\u0144ski, the 70-year-old leader of Polands ruling party and the countrys most powerful politician, has no social media account. His nationalist Law and Justice (PiS) partys base is more TV-watchers than Instagrammers.<\/p>\n<p>Nevertheless, less than two weeks before the October 13 election, Polands opposition parties have failed to keep up with the ruling partys online campaign, say critics.<\/p>\n<p>Opposition parties \u2014  including the largest, Civic Coalition \u2014 appear to have learned little from their stinging 2015 defeat, when PiSs sophisticated online campaign helped sweep the then-longshot nationalist party to power.<\/p>\n<p>\u201cPiS is unfortunately the only modern party in Poland right now,\u201d one official close to the opposition parties told POLITICO.<\/p>\n<p>PiS internet prowess is largely credited to Pawe\u0142 Szefernaker, now a senior official at the interior ministry, who was still in his 20s when the party leadership handed him the keys to its online operation in 2015.<\/p>\n<blockquote><p> Opposition parties appear to have learned little from their stinging 2015 defeat, when PiSs sophisticated online campaign helped sweep the then-longshot nationalist party to power.<\/p>\n<\/blockquote>\n<p>Now 32, he believes PiS is still enjoying a classic tech advantage: being the first mover.<\/p>\n<p>\u201cBack in 2015, politicians relied on the traditional forms of contact with their voters, such as videoclips and billboards,\u201d said Szefernaker. \u201cThey didnt really appreciate the role the internet could play in the campaign.\u201d<\/p>\n<p>Szefernaker convinced PiSs campaign strategists to let him send presidential candidate Andrzej Duda careening down a ski slope wearing a GoPro camera. He also filmed a good-humored Duda reading nasty tweets about himself, in the style of U.S. President Barack Obama.<\/p>\n<p>The digital efforts got traction and continued after the election. Following PiSs shock victory, Duda would become the first head of state to stream a <a href=\"https:\/\/www.facebook.com\/facebookmedia\/success-stories\/poland-president-utilizes-facebook-live\" rel=\"noreferrer noopener\" target=\"_blank\">Q&amp;A session on Facebook Live<\/a>. PiS was also ahead of the curve in using Twitter in Poland, saturating the platform \u201cimmensely\u201d in 2015, said Anna Mierzy\u0144ska, a Polish online marketing consultant.<!--more--><\/p>\n<p> <img decoding=\"async\" src=\"https:\/\/www.politico.eu\/wp-content\/uploads\/2019\/09\/GettyImages-1169965576-714x475.jpg\" \/><\/p>\n<p>Jaros\u0142aw Kaczy\u0144ski, the 70-year-old leader of Polands ruling party and the countrys most powerful politician | Omar Marques\/Getty Images<\/p>\n<h3>Digital skillz<\/h3>\n<p>Rados\u0142aw Fogiel, who oversees the partys 2019 online strategy, said PiS hasnt enjoyed the same element of surprise this year, but has changed tactics accordingly.<\/p>\n<p>In July, hours before the Civic Coalition announced its policy manifesto, PiS put up a fake website called <a href=\"http:\/\/forumprogramoweko.pl\/\" rel=\"noreferrer noopener\" target=\"_blank\">Forumprogramoweko.pl<\/a>, fooling voters and search engines seeking information about the partys real policy positions. Clicking on issues like \u201ceducation\u201d or \u201cforeign policy\u201d led voters not to Civic Coalitions campaign statements, but to pages of gaffes by the partys politicians.<\/p>\n<p>The site remains active.<\/p>\n<p>Fogiel is aware that PiSs base of older and more conservative voters is not a natural fit for digital politics, and that the opposition is working to close the digital gap.<\/p>\n<p>\u201cSometimes we joke in the team that if Jaros\u0142aw Kaczy\u0144ski were to set up a Twitter account, it would be the most momentous event in Polish politics since 1989,\u201d he said. \u201cBut our competitors have also done their homework.\u201d<\/p>\n<p>Analysts agree the opposition is catching up to the ruling partys online machine in some areas \u2014 but too slowly.<\/p>\n<p>\u201cPiS is still outdoing them,\u201d said Joanna Sawicka, an analyst at Polityka Insight, a think tank. \u201cBut at least they started to do something.\u201d<\/p>\n<blockquote><p> \u201cSometimes we joke in the team that if Jaros\u0142aw Kaczy\u0144ski were to set up a Twitter account, it would be the most momentous event in Polish politics since 1989\u2033 \u2014 <em>PiS online strategist Rados\u0142aw Fogiel<\/em><\/p>\n<\/blockquote>\n<p>Civic Coalitions \u201chashtags get good quantitative results, but it didnt really get out of their bubble\u201d of the partys electoral base, Mierzy\u0144ska said. \u201cTheir campaign has the outreach, but it doesnt translate to electoral results.\u201d<\/p>\n<p>Sawicka believes PiSs leadership has won the organizational battle so far, granting younger strategists like Szefernaker and Fogiel key responsibilities. Opposition campaigns stick with veterans, even in defeat. \u201cIts astonishing that campaigns lose, and the same people are in charge,\u201d she said.<\/p>\n<p>Civic Coalition is spending more money on digital advertising than any other party \u2014 more than 68,000 z\u0142oty (\u20ac15,800), or four times PiSs 17,000 z\u0142oty, in the first week of September, <a href=\"https:\/\/www.wirtualnemedia.pl\/artykul\/wybory-do-sejmu-i-senatu-kampania-na-facebooku-ile-wydaly-koalicja-obywatelska-i-pis?fbclid=IwAR22OkxFoc3OC93ZxqQbmfZulwzgVYw_JqdNN0FNCWPoNI708UWbWGEzunY\" rel=\"noreferrer noopener\" target=\"_blank\">according to Facebook data<\/a> But its PiS that has so far shown more success in converting its money into votes, not just clicks.<\/p>\n<p>\u201cPiS wins a lot of their supporters online,\u201d said Mierzy\u0144ska. \u201cIts politicians spend a lot of time building relationships on the internet.\u201d<\/p>\n<p>According to 57 percent of Poles, PiS is running the best electoral campaign, <a href=\"https:\/\/wiadomosci.radiozet.pl\/Polska\/Polityka\/Wybory-parlamentarne-2019\/Sondaz-IBRiS.-PiS-realizuje-najlepsza-kampanie-wyborcza.-Opozycja-daleko-w-tyle\" rel=\"noreferrer noopener\" target=\"_blank\">a survey by IBRIS<\/a>, a Warsaw polling firm, found last week. Only 4.8 percent preferred Civic Coalitions campaign.<\/p>\n<h3>Dirty tricks, or just tricks?<\/h3>\n<p>Though most observers agree PiS has played a smarter online game, accusations of deception \u2014 and perhaps violations of online platforms terms of use \u2014 have been flung by both sides.<\/p>\n<p><a href=\"https:\/\/blogs.oii.ox.ac.uk\/politicalbots\/wp-content\/uploads\/sites\/89\/2017\/06\/Comprop-Poland.pdf\" rel=\"noreferrer noopener\" target=\"_blank\">A 2017 analysis<\/a> by Oxford Universitys Computational Research Project found right-wing bot accounts were twice as active in Polish social media as left-wing one<a href=\"https:\/\/www.politico.eu\/article\/how-poland-ruling-party-pis-won-the-internet-kaczynski-law-and-justice-social-media\/?utm_source=RSS_Feed&amp;utm_medium=RSS&amp;utm_campaign=RSS_Syndication\" rel=\"noreferrer noopener\" target=\"_blank\">Read More \u2013 Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>WARSAW \u2014 Jaros\u0142aw Kaczy\u0144ski, the 70-year-old leader of Polan..<\/p>\n","protected":false},"author":1,"featured_media":133719,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50],"tags":[],"class_list":["post-133718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - 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