NEGATIVE CAMPAIGNING ON SOCIAL MEDIA SITES: A QUANTITATIVE ANALYSIS OF THE 2019 AUSTRIAN NATIONAL COUNCIL ELECTION CAMPAIGN
NEGATIVE CAMPAIGNING ON SOCIAL MEDIA SITES: A QUANTITATIVE ANALYSIS OF THE 2019 AUSTRIAN NATIONAL COUNCIL ELECTION CAMPAIGN
Author(s): Stefan LehrnerSubject(s): Politics / Political Sciences, Politics, Social Sciences, Law, Constitution, Jurisprudence, Psychology, Media studies, Constitutional Law, International Law, Human Rights and Humanitarian Law, Political Theory, Political Sciences, Civil Society, Governance, Public Administration, Public Law, Communication studies, Sociology, Government/Political systems, International relations/trade, Electoral systems, Welfare systems, Political behavior, Political psychology, Politics and law, Politics and communication, Politics and society, History and theory of political science, Methodology and research technology, Comparative politics, Theory of Communication, Social psychology and group interaction, Behaviorism, Methodology and research technology, Applied Sociology, Social Theory, Policy, planning, forecast and speculation, Social Informatics, Inter-Ethnic Relations, EU-Accession / EU-DEvelopment, Sociology of Politics, Globalization, EU-Legislation, Politics of History/Memory, Politics and Identity, Identity of Collectives, Corruption - Transparency - Anti-Corruption, Peace and Conflict Studies, Comparative Law, Administrative Law
Published by: Institute for Research and European Studies - Bitola
Keywords: Social Media; Negative Campaigning; Election; Campaign;Political Parties;
Summary/Abstract: Election campaigns in the age of social media are rapidly changing their character. Due to the declining party loyalty of voters, once stable constituencies have become increasingly volatile and the importance of campaigning has increased. Parties are now thought to be more likely than in the past to opt for negative campaigning. This paper examines the postings that parties or top candidates made on the social media sites Facebook and Twitter during the 2019 National Council election campaign. The results suggest that - at least on social media sites - the cost-benefit analysis of the parties might turn towards negative campaigning, as the average popularity of negative campaigning posts was higher than those that were not tagged with negative campaigning.
Journal: Journal of Liberty and International Affairs
- Issue Year: 7/2021
- Issue No: 1
- Page Range: 11-26
- Page Count: 16
- Language: English