The many modalities of social networking: The role of Twitter in Greens politics

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The popular microblogging service, Twitter, contains a variety of potential orientations-interpersonal, broadcast, news, advertising, public service, political, and so on in its operation and applications. As an evolving social media platform, specificity and context are essential in understanding its significance and use-value. This paper investigates the multiple modalities of Twitter in the context of formal politics and, in particular, the Greens party in Australia. Presenting original evidence drawn from the Greens Members of Parliament and their advisers, it is shown how Twitter is mobilized in response to particular news agendas and stories, unfolding political events and processes, and an ongoing need for the Greens to speak simultaneously to committed environmentalists and the broader electorate. These uses reveal that Twitter is an important addition to the "media ecology mix" in the conduct of environmental politics, playing a direct role in political communication, strategies, and actions. © 2014 Taylor & Francis.
Original languageEnglish
Pages (from-to)25 - 42
Number of pages18
JournalEnvironmental Communication
Issue number1
Publication statusPublished - 2016


  • Australian Greens
  • environmental politics
  • Greens party
  • mass selfcommunication
  • mediated mobilization
  • social networking
  • Twitter

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