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Article Dans Une Revue Journal of Information Technology & Politics Année : 2020

Facebook affordances and citizen engagement during elections: European political parties and their benefit from online strategies?

Karolina Koc-Michalska
Darren G. Lilleker
  • Fonction : Auteur
Rachel Gibson
  • Fonction : Auteur
Jan M. Zajac
  • Fonction : Auteur

Résumé

This paper examines how Facebook is used by political parties during elections to extend or accelerate their reach within the electorate and how successful these efforts are. Specifically, we compare the content and style of parties’ Facebook posts during the 2014 European parliament elections, and how this affects followers’ responses in terms of liking, sharing and commenting on the posts. Our findings reveal while that the timing and visual content of posts are important in increasing voters’ attention, interactivity matters most. Responsive party posts on Facebooks are significantly more likely to be shared, liked, and commented on by users. Given that follower reactions, particularly sharing, helps to increase the visibility of party communication through indirect or two-step flow communication (online and offline), these findings are important in advancing our understanding of how and why social media campaigns are able to influence voters and thus affect election outcomes. For parties themselves the results provide some useful insights into what makes for an ‘effective’ Facebook campaign in terms of how they can accelerate the reach of their communication.
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Dates et versions

hal-03124624 , version 1 (28-01-2021)

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Citer

Karolina Koc-Michalska, Darren G. Lilleker, Tomasz Michalski, Rachel Gibson, Jan M. Zajac. Facebook affordances and citizen engagement during elections: European political parties and their benefit from online strategies?. Journal of Information Technology & Politics, 2020, pp.1-14. ⟨10.1080/19331681.2020.1837707⟩. ⟨hal-03124624⟩

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