Facebook Messages of the 2021 Parliamentary Election Campaign

Abstract

Abstract: For the Bulgarians, as a result of the epidemic of COVID-19, the election year 2021 passed in the conditions of virtual communication. They voted three times for a national parliament and once again - for president. The hard political confrontation of the pre-election campaigns was accompanied by such factors as the European Football Championship, summer vacations and strong inflationary trends. Internet platforms and especially social networks have been more and more popular channels for politicians to communicate with voters. That is why the study focuses on the dynamics of the pre-election online communication. The object is the specifics of the internet connection between audiences and MP candidates during the three campaigns preceding the regular elections on 04.04.21 and the tow snap elections - on 11.07.2021 and 14.11.2021. The subject refers to the digital election messages of the leaders of the political forces, presented in their Facebook profiles. The methodology is a comparative analysis and empirical study conducted by an academic research team from the Faculty of Journalism and Mass Communication of Sofia University St. Kliment Ohridski. The scope of the research includes the political forces that passed the 4% electoral threshold. The results are indicative of those interested in digital political communication during social isolation during a pandemic. Keywords: parliamentary election campaign, Facebook, digital commu¬nication.