Wahlkampf in sozialen Medien: Eine Analyse von Text-Bild-Relationen auf der polnischen politischen Bühne
Election Campaigning on Social Media: An Analysis of Text-Image Relations on the Polish Political Stage)

Summary/Abstract: The aim of this article is to highlight the shift of election campaigning to social media. It seeks to analyze the relationship between text and image based on selected posts by Polish political actors. The study examines the role of social media in the election campaigns of Polish political parties, focusing on the 2023 parliamentary elections and the 2024 European Parliament elections. The primary objective is to evaluate how political parties use digital platforms to build their image, mobilize voters, and communicate effectively. In this context, the characteristics of modern election campaigns are outlined. The analysis of the influence of social media on public opinion and voter mobilization has become an essential part of research on modern democracies. Platforms such as Facebook, Instagram, and TikTok not only offer politicians new channels to reach the electorate but also create a space for interactive communication. This strengthens relationships with voters and allows for an immediate response to shifting public sentiment. An analysis of political parties’ activities on social media platforms reveals that major groupings such as Prawo i Sprawiedliwość (PiS) and Koalicja Obywatelska (KO) demonstrate higher levels of activity than smaller parties such as Konfederacja. Finally, a content analysis of selected posts is conducted, considering visual strategies, rhetorical devices, and the use of multimodal elements such as colors, text, and imagery.

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