Cognitive maps of e-voting : An exploratory approach of citizens representations

Hélène MICHEL
IREGE - Université de Savoie

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     Last modified: May 4, 2005

Abstract
The aim of this study is to clarify the behaviour of citizens towards e-voting by studying their representation systems, which can be considered to be explanatory factors for individual behaviour. From a social marketing approach, understanding the motivations of citizens towards e-voting can help public managers to increase the use of this new process. From a managerial perspective, this could lead to the development of new participatory tools.

We conducted a study on a June 2002 e-voting experiment in the town of Vandoeuvre, one of the most advanced French towns in terms of e-democracy. Using group interviews, we built mean-end chains which formed the basis of a questionnaire that was administered to 143 people who voted electronically. We then performed statistical and factorial analyses. Based upon the results, we built three cognitive maps representing the following tendencies: interest in the practical aspects of e-voting, pessimism towards e-voting, and generally critical of the political system.

The analysis of these three maps shows that the values of Tradition, Power, Security, Conformity and Auto-orientation led to resistance to vote electronically. On the other hand, the values of Hedonism, Stimulation and Altruism led to acceptance of e-voting. These results can support the formulation of proposals on developing e-voting in France in such a way that respects diverse citizen values and encourages broad participation.