Leaning toward social media-based campaigning? Political communication online in Poland during the 2018 regional elections

Inf. Polity Pub Date : 2022-01-25 DOI:10.3233/ip-200239
Paweł Baranowski
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引用次数: 0

Abstract

The digitalisation of political communication has played a crucial role in campaigns on both national and regional levels. For many political candidates in Poland, Facebook has become the primary tool for building a successful campaign. However, campaigns for elections to regional government bodies are often associated with traditional offline media, outdoor advertising and ubiquitous leaflets. The aim of this paper is to contribute to our knowledge of electoral communications in Poland from the regional perspective. Data gathered during the 2018 online campaign for the Lower Silesian Regional Assembly examined through a semiautomated content analysis uncovered the dynamics of the professionalisation of Polish political communication and identified predictors of Facebook adoption for electoral purposes among regional candidates. Furthermore, focusing solely on Facebook data, research revealed a tendency toward the normalisation of social media campaigning and a propensity for using mobilisation communication strategies. Taken together, this paper provides new insights into the study of political campaigning in Central and Eastern Europe on social media from the perspective of political actor.
倾向于基于社交媒体的竞选活动?2018年波兰地区选举期间的在线政治交流
政治沟通的数字化在国家和地区层面的竞选中都发挥了至关重要的作用。对于波兰的许多政治候选人来说,Facebook已经成为建立成功竞选的主要工具。然而,地方政府机构的竞选活动往往与传统的线下媒体、户外广告和无处不在的传单有关。本文的目的是帮助我们从区域角度了解波兰的选举通讯。2018年下西里西亚地区议会(Lower Silesian Regional Assembly)在线竞选期间收集的数据通过半自动内容分析进行了研究,揭示了波兰政治传播专业化的动态,并确定了地区候选人采用Facebook进行选举的预测因素。此外,仅关注Facebook数据,研究揭示了社交媒体活动正常化的趋势,以及使用动员传播策略的倾向。综上所述,本文从政治行动者的角度为中欧和东欧社会媒体上的政治竞选研究提供了新的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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