Political Campaigning and Communication: Informing, Interacting with, and Mobilising Voters

Haßler, Jörg; Magin, Melanie; Russmann, Uta; Fenoll, Vicente

This book investigates how political parties from 12 European countries used Facebook to inform, interact with and mobilise voters at the 2019 European Parliament election. Following a joint theoretical framework and method, the results of a content analysis of more than 14,000 Facebook posts are presented. Country specific chapters are followed by analyses of European parties’ Facebook campaigning, the spread of populism and the use of Facebook ads by the parties. The final chapter compares all countries showing that campaigns are more strongly shaped by the national than by the European political context. Facebook is used for campaigning as usual; parties inform and persuade but neglect the platform’s mobilisation and particularly interactive affordances.

Details

Published by: Palgrave Macmillan

Publication Date: 2022-08-15

Format: Paperback

ISBN-13: 9783030738532

DOI: 10.1007/978-3-030-73851-8

Dimensions: 210cm x148cm

Pages: 331