In the current hybrid media environment, politicians have manifold opportunities to be in contact with voters during elections. Legacy news media still constitute an important campaign tool for ...politicians, but a range of social media have gained ground in electoral campaigning over the last decades as well. Against this backdrop, the aim of this study is to shed further light on politicians’ campaign practices in a hybrid communication environment, and whether the introduction of social media have introduced new dynamics into election campaigns. The study does so through a case study of Danish Prime Minister Mette Frederiksen and opposition party leader Alex Vanopslagh’s social media campaigns and online news presence during the 2022 national election. The study finds that Frederiksen was more in the news during the election than Vanopslagh, but that social media was central in both campaigns. However, Vanopslagh was on a broader set of social media and to a greater extent capitalised on the platform affordances than Frederiksen.
TikTok is an influential social media platform. During the 2022 Australian Federal election, the major political parties used TikTok as a campaigning tool. This research analysed the TikTok videos ...from the Australian Labor Party (ALP). The analysis primarily considered how the posts use visibility labour and other TikTok-based performance tools. It was found that they actively engaged in visibility labour, and employed popular culture to frame political issues. For youth who may not be politically active, cultural references can serve as a shared symbolic resource, aiding them in navigating political expression. This makes such references crucial, as they can help engage young users. Although TikTok utilises a short-form approach, the videos can contain substantial content that has the power to persuade viewers. The ALP used popular culture trends and more traditional techniques such as negative campaigning and humour, to attract supporter attention, denigrate the opposition and, attract the attention of all voters.
In the current hybrid media environment, politicians have manifold opportunities to be in contact with voters during elections. Legacy news media still constitute an important campaign tool for ...politi- cians, but a range of social media have gained ground in electoral campaigning over the last decades as well. Against this backdrop, the aim of this study is to shed further light on politicians’ campaign practices in a hybrid communication environment, and whether the introduction of social media have introduced new dynamics into election campaigns. The study does so through a case study of Dan- ish Prime Minister Mette Frederiksen and opposition party leader Alex Vanopslagh’s social media campaigns and online news pres- ence during the 2022 national election. The study finds that Freder- iksen was more in the news during the election than Vanopslagh, but that social media was central in both campaigns. However, Van- opslagh was on a broader set of social media and to a greater extent capitalised on the platform affordances than Frederiksen.
ÖZ: Siyasal iletişim süreçlerinin en yoğun yaşandığı dönemlerin başında seçimler gelmekte ve siyasal aktörlerin yürüttükleri siyasal pazarlama faaliyetlerinin görünür taraflarından birini seçim ...kampanyaları oluşturmaktadır. Siyasi aktörler siyasal pazarlama stratejileri ve reklam, halkla ilişkiler gibi tutundurma faaliyetleri ile kendilerini seçmenin gözünde bir marka olarak konumlandırmayı ve seçmen memnuniyetini yaratarak, seçmen desteğini kazanmayı ve oylarını artırmayı hedeflemektedirler. Dinamik ve süreklilik arz eden bir süreç olan siyasal pazarlama, iletişim teknolojilerinde görülen yeniliklerle birlikte gelişmiş ve dönüşüme uğramıştır. Profesyonel siyasal iletişim faaliyetlerinin uygulandığı ilk ülke Amerika Birleşik Devletleri (ABD)’dir ve değişen iletişim teknolojilerine bağlı olarak yürütülen seçim kampanyalarında farklı siyasal pazarlama stratejileri izlenmiştir. Başlarda gazete, dergi, broşür, el ilanı gibi yazılı mecralar ve radyo üzerinden kampanyalarını yürüten siyasi aktörler; teknolojinin gelişmesiyle birlikte önce televizyonu daha sonra ise internet ve onun bir uzantısı olarak sosyal medyayı kampanya süreçlerine dahil etmişlerdir. İletişim teknolojilerindeki gelişmeler; siyasi aktörler arasındaki rekabetin artması ve seçmene müşteri gözüyle bakılması, dolayısıyla da seçmen memnuniyetinin öncelenmesine ilişkin pazarlama yaklaşımlarının benimsenmesiyle birlikte seçim kampanyalarının daha bütünsel ve profesyonel anlamda yürütülmesi ihtiyacı gündeme gelmiştir. Çalışmanın literatür kısmında ilk olarak teknolojik yenilikler bağlamında seçim kampanyalarının tarihsel gelişimi, siyasal pazarlamanın evrimi ve siyasal reklam türleri ele alınmış; ardından sosyal medyanın kampanya ve pazarlama faaliyetlerinde siyasi aktörlere sunduğu avantajlara değinilmiştir. Çalışmanın uygulama kısmında ise 2023 cumhurbaşkanlığı seçimlerinin birinci ve ikinci turunda yarışan adayların yürüttükleri kampanyalarda izledikleri siyasal pazarlama stratejileri içerik analizi ve metin madenciliği yöntemleriyle incelenmiştir. Kullanılan analiz yöntemleriyle birlikte çalışmada, adayların kampanya stratejilerinin neler olduğunun, hangi konuları seçim gündemlerine taşıdıklarının ve söylemlerini hangi kavramlar üzerinden kurduklarının yatay düzlemde adaylar ve dikey düzlemde turlar bağlamında karşılaştırmalı olarak analiz edilmesi amaçlanmıştır. ABSTRACT: Elections are one of the periods when political communication processes are most intense, and election campaigns constitute one of the visible aspects of the political marketing activities carried out by political actors. Political actors aim to gain voters’ support and increase their votes by positioning themselves as a brand in the eyes of the voters through political marketing strategies and promotional activities such as advertising and public relations and by creating voter satisfaction. Political marketing, which is a dynamic and continuous process, has developed and transformed with the developments in communication technologies. The first country where professional political communication activities were implemented was the United States of America (USA), and different political marketing strategies were followed in the election campaigns according to the changes in communication technologies. At first stage to run election campaigns, political actors utilized written media such as newspapers, magazines, brochures, flyers, and radio; later on with the development of technology, they first included television, then the internet and, as an extension of it, social media in their campaign processes. With the developments in communication technologies, the increase in competition among political actors, and the adoption of marketing approaches to prioritize voter satisfaction due to the perception of voters as customers, the need for election campaigns to be carried out in more holistically and professionally has come to the fore. In the literature part of the study, firstly, the historical development of election campaigns and the evolution of political marketing in the context of technological innovations and types of political ads were discussed; then, the advantages that social media offers to political actors in campaign and marketing markets are mentioned. In the application part, the political marketing strategies followed by the candidates competing in the first and second rounds of the 2023 presidential elections were examined using content analysis and text mining methods. With the analysis methods used, the study aimed to comparatively analyse what the candidates' campaign strategies were, what issues they brought to the election agenda, and what concepts they based their discourse on, in the context of the candidates on the horizontal line and the tours on the vertical line.
An Unprecedented Election Warner, Benjamin R; Bystrom, Dianne G; McKinney, Mitchell S ...
2018, 2018-02-21
eBook
Written by leading scholars in the field of political communication, this book provides a comprehensive accounting of the campaign communication that characterized the unprecedented 2016 presidential ...campaign.- Provides detailed coverage of the most salient issues in the 2016 campaign from multiple perspectives and frames of reference - Presents contributions from top scholars in political communication representing the very best doctoral programs in the field, including numerous past presidents of the National Communication Association's political communication division- Includes all-original, multi-methodological, quantitative and qualitative research, giving readers a fuller understanding of the trends in and effects and content of political communication in the election
Incivility, that is, the breaking of social norms of conversation, is evidently prevalent in online political communication. While a growing literature provides evidence on the prevalence of ...incivility in different online venues, it is still unclear where and to what extent Internet users are exposed to incivility. This paper takes a comparative approach to assess the levels of incivility across contexts, content and personal characteristics. The pre-registered analysis uses detailed web browsing histories, including public Facebook posts and tweets seen by study participants, in combination with surveys collected during the German federal election 2021 ( N = 739). The level of incivility is predicted using Google’s Perspective API and compared across contexts (platforms and campaign periods), content features, and individual-level variables. The findings show that incivility is particularly strong on Twitter and more prevalent in comments than original posts/tweets on Facebook and Twitter. Content featuring political content and actors is more uncivil, whereas personal characteristics are less relevant predictors. The finding that user-generated political content is the most likely source of individuals’ exposure to incivility adds to the understanding of social media’s impact on public discourse.
Political advertising on social media has increased dramatically in the last several years, reaching specific audiences with tailored messages. Political advertising is characterized by its primary ...objective, which is to attract voters through various means by a candidate, politician, or political party. By analyzing existing communication patterns that appeal to the general public during the electoral process, this study seeks to develop an intellectual framework that considers linguistic discourse. Using bibliometric analysis, this study examines and evaluates the body of literature on political advertising and how it is disseminated. It includes 114 publications published between 1996 and 2024 in the Scopus and WOS databases and were subjected to keyword analysis in the VOS viewer. This analysis produced six clusters, which eventually combined under three overarching themes. The results showed that the few previous studies conducted in this field only focused on the election season and that direct political actors were the source of these advertisements. More research on the sociopolitical context is desperately needed, along with scientific solutions, to address privacy concerns on digital platforms and disinformation in dialogic discourse. Considering all possible complexities in the persuasive communication process, this article offers concrete directions and propositions on efficiently targeting voters and implementing future regulations.
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