Abstract
This chapter highlights the trends in parties’ social media efforts in terms of intensity, pace, and dynamics. Despite a somewhat homogenizing effect of Facebook as a medium, we detected differences in parties’ strategies. To explain them, we explored various factors and a key element is the presence or absence of concurrent election(s) and, above all, the timing of those within the EP campaign.
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Notes
- 1.
Among EU countries, the use of FB for news exposure ranges from about one out of four internet users (the UK pre-Brexit, Germany) to four out of five (Bulgaria), about half of them in many cases (Czech Republic, France, Italy, Portugal, Spain) and always far ahead from any other social media.
- 2.
We measured the strength of association between each possible pair of categorical variables (Cramér’s V).
- 3.
Information about discarded posts is lacking for five parties, hence we took them out of the Table 2.4.
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Borrell, A., Jadot, A., Lefébure, P. (2022). Getting More Intense: Quantitative and Qualitative Dynamics of Political Communication on Facebook. In: Novelli, E., Johansson, B., Wring, D. (eds) The 2019 European Electoral Campaign. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-98993-4_3
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