E-Campaigning in Local Elections: The Use of Social Media in the 2024 Polish Local Elections Based on the Case of the Silesian Voivodeship
E-Campaigning in Local Elections: The Use of Social Media in the 2024 Polish Local Elections Based on the Case of the Silesian Voivodeship

Summary/Abstract: The study focuses on the use of social media in political campaigns during the 2024 Polish local elections, specifically in the Silesian Voivodeship. With the increasing professionalization of political campaigns, social media has become vital for voter engagement and political communication. The research explores how electoral committees leverage online communication channels, mainly social media, to influence election outcomes. The study employs a quantitative content analysis of 207 online communication channels used by candidates from 16 electoral committees in the Silesian region. Results show that Facebook was the most commonly used platform, and candidates from more prominent committees, especially those with previous political experience, were more active and successful on social media. A significant correlation was found between having an active Facebook profile and winning the election, while Instagram and X were less frequently used and had weaker correlations. The study concludes that while social media has the potential to equalize campaign efforts between smaller and larger committees, its practical use depends on organizational resources and strategic planning. This research provides insights into the growing importance of social media in local elections, suggesting that candidates who strategically engage online are more likely to succeed.

• Details
• Contents