Die Amerikanisierung der politischen Online-Kommunikation in der wahlkampffreien Zeit Fallstudie: Eine Facebook Profilanalyse des rumänischen Präsidenten Klaus Iohannis
The Americanization of on-line political communication in the external election period; Case study: An analysis of the Facebook profile of the Romanian President Klaus Iohannis

Summary/Abstract: The article “The Americanization of on-line political communication in the external election period; Case study: An analysis of the Facebook profile of the Romanian President Klaus Iohannis” highlights the peculiarities of the Americanization of political communication in general and creates the transition to adapting this model to social media in Romania, with particular focus on Facebook. The analysis revolves around electoral time with a focus on non-election campaign time, assuming that political actors must continue to be communicatively active in order to be present in the mind of the electorate. The article sets out to investigate Iohannis’ Facebook media profile during the external election period, starting with the research questions, whether the characteristics of Americanization are noticeable in Facebook communication and whether the frequency of posts during non-election campaign time experiences a descending change. 685 Facebook posts will be analyzed between November 21, 2014 and November 23, 2017. The research is based on a quantitative content analysis completed by a trend analysis.

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