When Social Media Doesn't Determine All: The Topics and Narratives of Latvian Political Parties on Facebook During the 2019 European Parliament Elections Campaign (original) (raw)
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Politicians and political campaigns are not inadvertent to the development of social media platforms as environments that allow access to a larger audience. Not relying solely on the traditional media as a mouthpiece for their messages and taking matters into their own hands off ers new segues for analyzing political communication. However, not all elections are of equal interest, both for the electorate and for the candidates, as second-order election theory suggests (Reif & Schmitt, 1980; Hix & Marsh, 2004). Th is paper investigates the area situated at the intersection of these two research directions. Th is quantitative study aims to analyze how Romanian political parties and candidates used Facebook in the electoral campaign for the European Parliament, in May 2019. Th e study follows the correlation between Facebook metrics, like frequency of posts and the popularity of the pages, and the political agendas refl ected in each party’s Facebook posts. Th e conclusions are consist...
Profesional De La Informacion, 2022
The 2019 European Parliament elections were held in Spain in a context of political fragmentation and polarisation, following the recent incorporation of the extreme right into the national parliament. Elections to the European Parliament are considered second-order elections and are sometimes used by citizens to cast a punishment vote, favouring new political actors of a contestatary character to gain visibility. Social media networks such as Facebook play an important role because they offer these parties a space where they can disseminate their messages on equal terms, beyond media control. This study conducts a content analysis of the posts published on Facebook by Spanish national political parties in the month prior to the 2019 local, regional and European elections. The main goal is to analyse the communication strategy used by Spanish political parties in this social media, in order to find out the importance given by the parties to the European elections and whether there are differences in strategy at each level. The results reveal that the European elections are a third-order election for Spanish parties, behind local elections. Most parties practice a dual campaign, in which the topics, goals and emotions posted on Facebook vary according to the political level at which they are targeted. This tendency is more pronounced in populist parties and seems to be shaped by the national political context and aimed at matching the concerns of Spaniards at the European level. Despite the incorporation of the extreme right into the Spanish political chessboard, the negative Eurosceptic discourse is only present in the two populist parties and does not affect the rest of the political forces.
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The digitization of political communication and major transformations in the European Union (EU) have altered the conditions for European election campaigns. Whereas national political parties remain highly visible political actors in the EU, Europarties attract relatively little attention from the media and citizens. Social media could provide Europarties with an opportunity to raise awareness among European citizens. In our study, we investigated the social media campaign strategies of Europarties by conducting a manual quantitative content analysis comparing their Facebook posts with the posts of national parties from 12 European countries, focusing on the communication elements used to inform and mobilize citizens, especially in relation to the lead candidates. Our results revealed that some Europarties employed the concept of European lead candidates by emphasizing their candidates in their Facebook posts. However, in their relative inactivity on Facebook compared with national parties, Europarties did not seem to counteract the oft-cited lack of a European public sphere.
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Social Media and Political Communication: Case study – the Parliamentary Parties in Romania
Global Media Journal – Pakistan Edition (Vol VI, Issue I, Spring 2013), Allama Iqbal Open University Islamabad, Pakisan, ISSN – 2070-2469
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European Journal of Communication , 2022
Along with the recent boom in support of populist movements in Europe, social media seems to be the ideal place for their interaction with the public. While Facebook has been thoroughly explored for populist campaigning, there is still scarce research on visual aspects of their communication. Analyzing the 2019 European Parliament campaign, this study seeks to determine the distinct characteristics of a populist visual communication style and its differences in relation to the non-populist parties. Applying quantitative content analysis to the images (N=997) posted on Facebook by political parties from 28 countries enabled us to show that there is a predominance of similarities in both communication styles. Although populists demonstrated a higher propensity to depict their leader and use national symbols,
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This article presents an analysis of the citizens' engagement with the 2013 Czech parliamentary elections campaign on Facebook. While many studies primarily focus on the intensity and forms of adoption of social networks by political actors in campaign communication, we attempt to explore both political parties' use of Facebook as well as the extent and ways of citizen participation on the online election campaign. The empirical base for this study consists of all communication archived over the course of three weeks (before and after the elections) on the Facebook profiles of ten most important Czech political parties. Using quantitative content analysis, we first present an overview of the dynamics and intensity of users' engagement with the campaign, illustrating that some of the small as well as populist parties have managed to mobilize significantly larger part of Facebook population than more established parties. following that descriptive part, we first turn to th...