Personal, Private, Emotional? How Political Parties Use Personalization Strategies on Facebook in the 2014 and 2019 EP Election Campaigns

IF 3 2区社会学 Q2 COMPUTER SCIENCE, INTERDISCIPLINARY APPLICATIONS

Social Science Computer Review Pub Date : 2024-05-17 DOI:10.1177/08944393241254807

Uta Russmann, Ulrike Klinger, Karolina Koc-Michalska

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引用次数: 0

Abstract

In 2014, the EU introduced the lead candidate procedure to raise citizens’ awareness and interest in the European Parliament (EP) elections and, thereby, voter turnout. We study the use of personalization, centralized personalization (focusing on lead candidates), emotional personalization, and private personalization on Facebook by political parties across 12 countries during the 2014 and 2019 EP campaigns and the effects of personalization on user engagement. A standardized quantitative content analysis of 14,293 posts by 227 political parties shows that about half of the Facebook posts were personalized, but there is no general trend of rising personalization. While emotional personalization increased, parties hardly ever posted about their lead candidates and their private lives. Variations are not due to structural (e.g., party and media systems) or geographical/cultural factors. Positive effects are found for the use of emotional personalization attracting a higher volume of user reactions (likes, reactions, shares, and comments) in both elections.

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个人、隐私、情感？政党如何在 2014 年和 2019 年欧洲议会选举活动中使用 Facebook 上的个性化策略

2014 年，欧盟引入了主要候选人程序，以提高公民对欧洲议会（EP）选举的认识和兴趣，从而提高投票率。我们研究了 12 个国家的政党在 2014 年和 2019 年欧洲议会竞选期间在 Facebook 上使用个性化、集中个性化（重点关注主要候选人）、情感个性化和私人个性化的情况，以及个性化对用户参与度的影响。对 227 个政党的 14,293 篇帖子进行的标准化定量内容分析显示，约有一半的 Facebook 帖子是个性化的，但并不存在个性化上升的总体趋势。在情感个性化增加的同时，各政党几乎没有发布过关于主要候选人及其私生活的帖子。这些变化不是由于结构（如政党和媒体系统）或地理/文化因素造成的。在两次选举中，情感个性化的使用都产生了积极的效果，吸引了更多的用户反应（喜欢、反应、分享和评论）。

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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来源期刊

Social Science Computer Review 社会科学-计算机：跨学科应用

CiteScore

9.00

自引率

4.90%

发文量

审稿时长

>12 weeks

期刊介绍： Unique Scope Social Science Computer Review is an interdisciplinary journal covering social science instructional and research applications of computing, as well as societal impacts of informational technology. Topics included: artificial intelligence, business, computational social science theory, computer-assisted survey research, computer-based qualitative analysis, computer simulation, economic modeling, electronic modeling, electronic publishing, geographic information systems, instrumentation and research tools, public administration, social impacts of computing and telecommunications, software evaluation, world-wide web resources for social scientists. Interdisciplinary Nature Because the Uses and impacts of computing are interdisciplinary, so is Social Science Computer Review. The journal is of direct relevance to scholars and scientists in a wide variety of disciplines. In its pages you''ll find work in the following areas: sociology, anthropology, political science, economics, psychology, computer literacy, computer applications, and methodology.