Social Media-Based Party-Building Activities In Bangladesh: An Analysis of the Bangladesh Awami League’s Facebook Page

Abstract

User behaviour of political parties’ social media varies from country to country. Though there is much research on political parties’ social mediabased election campaigns, there is a scarcity of research on how political parties use social media for their party-building activities. Particularly about Bangladeshi political parties, there is no research in this area. The user behaviour and effectiveness of the Bangladesh Awami League’s (AL) Facebook page are explored in this study to realise Bangladesh’s social media-based political communication patterns. Following the mixedmethods approach, it has collected both qualitative and quantitative data. This study has analysed the posts shared on AL’s Facebook page to collect its data. The interview is also taken with five key persons closely related to the AL’s Facebook page. This study has explored that Al does not use its Facebook page in a participatory way. Instead, it uses the platform as a one-way communication channel mainly for disseminating information, advertising this party, mobilising its supporters and confronting its opposition parties and rumours. Though it does not use its Facebook page in a participatory way, AL’s Facebook page is helping this party to do its partybuilding activities easily. Besides, it is also helping to enhance and achieve its other goals. The study fills the existing knowledge gap in this field and helps other political parties understand how a Bangladeshi political party uses social media to substantiate its party-building activities. Social Science Review, Vol. 38(2), December 2021 Page 197-215