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Goin' Holyrood?

Baxter, Graeme; Marcella, Rita; Chapman, Denise; Fraser, Alan


Graeme Baxter

Denise Chapman

Alan Fraser


This paper reports the results of a study of voters' online behaviour conducted during the 2011 Scottish Parliamentary election campaign. Here, 64 citizens of Aberdeen, North-east Scotland, were observed and questioned while they searched for, browsed and used information on the websites of political parties and candidates standing for election to the Scottish Parliament. While online campaign sites were generally regarded as serving a useful purpose, as being easy to use and understand, relatively interesting and likely to be visited again, there was very little evidence in this study to indicate that they had any significant impact on voting behaviour during the 2011 Scottish campaign. Rather, the participants' comments suggest that more traditional information sources, particularly print and broadcast media, coupled with long-established campaign techniques, such as leaflet deliveries and door knocking, continue to be more influential in determining voters' democratic choices.


BAXTER, G., MARCELLA, R., CHAPMAN, D. and FRASER, A. 2013. Goin' Holyrood? A study of voters' online information behaviour when using parties' and candidates' websites during the 2011 Scottish Parliament election campaign. Procedia: social and behavioral sciences [online], 73: proceedings of the 2nd International conference on integrated information (IC-ININFO 2012), 30 August - 3 September 2012, Budapest, Hungary, pages 209-216. Available from:

Journal Article Type Conference Paper
Conference Name 2nd International conference on integrated information (IC-ININFO 2012)
Conference Location Budapest, Hungary
Start Date Aug 30, 2012
End Date Sep 3, 2012
Acceptance Date Feb 27, 2013
Online Publication Date Apr 9, 2013
Publication Date Feb 27, 2013
Deposit Date Aug 31, 2017
Publicly Available Date Sep 1, 2017
Journal Procedia: social and behavioral sciences
Print ISSN 1877-0428
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 73
Pages 209-216
Keywords Information behaviour; Voters; Internet; Social media; Political parties; Candidates; Elections; Campaigns; Scotland
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