{"title":"Divisive Issues, Polarization, and Users’ Reactions on Facebook: Comparing Campaigning in Latin America","authors":"V. Fenoll, Isabella Gonçalves, M. Bene","doi":"10.17645/pag.7957","DOIUrl":null,"url":null,"abstract":"Economic, social, and health crises have shaken and polarized contemporary politics. An element fueling this polarization is the dissemination of divisive topics on social media platforms. While these polarizing social media tendencies are increasingly studied, research exploring digital political communication in South America remains scarce. This study aims to analyze the electoral campaigns in Brazil, Colombia, Chile, and Peru to define the features that trigger polarized emotional reactions on Facebook. The corpus comprises a sample of 2,930 posts published by candidates and political parties during the first round of the presidential elections held in these countries between 2021 and 2022. We hypothesize that users are more likely to react in a polarized way to content focused on divisive issues. In addition, we examine how these patterns differ across countries and the influence of the level of political polarization. Finally, the role played by party-level characteristics in the emotional reactions of users is also analyzed. By means of quantitative content analysis, these questions are addressed using multilevel negative binomial regressions to identify what predicts Love and Angry reactions. The bandwagon effect seems to work positively on users’ moods since the most popular political actors receive significantly more Love reactions, irrespective of the post’s subject. In more polarized countries, there is a tendency to react more negatively to certain divisive issues, generating greater visibility of these issues on social networks and thus promoting more polarization. These findings expand knowledge about the dynamics of digital political communication in the Global South.","PeriodicalId":51598,"journal":{"name":"Politics and Governance","volume":null,"pages":null},"PeriodicalIF":2.5000,"publicationDate":"2024-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Politics and Governance","FirstCategoryId":"90","ListUrlMain":"https://doi.org/10.17645/pag.7957","RegionNum":3,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"POLITICAL SCIENCE","Score":null,"Total":0}
引用次数: 0
Abstract
Economic, social, and health crises have shaken and polarized contemporary politics. An element fueling this polarization is the dissemination of divisive topics on social media platforms. While these polarizing social media tendencies are increasingly studied, research exploring digital political communication in South America remains scarce. This study aims to analyze the electoral campaigns in Brazil, Colombia, Chile, and Peru to define the features that trigger polarized emotional reactions on Facebook. The corpus comprises a sample of 2,930 posts published by candidates and political parties during the first round of the presidential elections held in these countries between 2021 and 2022. We hypothesize that users are more likely to react in a polarized way to content focused on divisive issues. In addition, we examine how these patterns differ across countries and the influence of the level of political polarization. Finally, the role played by party-level characteristics in the emotional reactions of users is also analyzed. By means of quantitative content analysis, these questions are addressed using multilevel negative binomial regressions to identify what predicts Love and Angry reactions. The bandwagon effect seems to work positively on users’ moods since the most popular political actors receive significantly more Love reactions, irrespective of the post’s subject. In more polarized countries, there is a tendency to react more negatively to certain divisive issues, generating greater visibility of these issues on social networks and thus promoting more polarization. These findings expand knowledge about the dynamics of digital political communication in the Global South.
期刊介绍:
Politics and Governance is an innovative offering to the world of online publishing in the Political Sciences. An internationally peer-reviewed open access journal, Politics and Governance publishes significant, cutting-edge and multidisciplinary research drawn from all areas of Political Science. Its central aim is thereby to enhance the broad scholarly understanding of the range of contemporary political and governing processes, and impact upon of states, political entities, international organizations, communities, societies and individuals, at international, regional, national and local levels. Submissions that focus upon the political or governance-based dynamics of any of these levels or units of analysis in way that interestingly and effectively brings together conceptual analysis and empirical findings are welcome. Politics and Governance is committed to publishing rigorous and high-quality research. To that end, it undertakes a meticulous editorial process, providing both the academic and policy-making community with the most advanced research on contemporary politics and governance. The journal is an entirely open-access online resource, and its in-house publication process enables it to swiftly disseminate its research findings worldwide, and on a regular basis.