Search

Social media has contributed to the spread of populist political communication, yet we still lack systematic knowledge of the contextual factors affecting its use. In this study, we investigated how and to what degree platforms (Facebook, Instagram, Twitter) and party characteristics (populist vs. non-populist parties; political ideology) affected the use of populist communication by Norwegian political parties on social media during the 2021 national election campaign. Based on a tripartite conceptualisation of populist communication consisting of people-centrism, anti-elitism, and the exclusion of out-groups, we conducted a standardised content analysis of the official social media accounts of nine parties and their party leaders. Populist communication was overall rather rare, being most widespread on Facebook and least widespread on Twitter. Which parties used populist communication the most depended on the platform, and it was not always the populist Progress Party [Fremskrittspartiet] that communicated in the most populist manner. Parties located towards the fringes of the political party spectrum used more populist communication. Anti-elitism was more widespread among left-wing parties, and almost exclusively the right-wing Progress Party excluded out-groups.

For citizens to make well-informed decisions, they require information on diverse policy issues, which, among others, are publicized on political parties' social media accounts. However, as strategic actors, parties carefully weigh which issues to highlight and which to play down, rather than addressing a full range of issues in their campaigns. We investigated the hitherto neglected question of which issue diversity parties prioritize on their social media accounts and which factors influence this choice. We conducted a standardized content analysis of the official Facebook, Instagram, and Twitter accounts of 10 Norwegian parties and their leaders during the 2021 national election campaign. The results of our analyses indicate that issue-related campaign strategies influence parties' issue diversity more systematically than parties' governing/opposition statuses and their choices of social media platforms. [ABSTRACT FROM AUTHOR]

As ideological, class-based voting has waned, issue-based voting has become more prevalent. Political parties can sway election outcomes by promoting certain topics, particularly on social media, which has become pivotal to political communication. However, our understanding of political actors' social media strategies remains limited. This thematic issue, based on the international research project Digital Election Campaigning Worldwide (DigiWorld), aims to broaden such understanding. Examining 14 countries across Western Europe, Eastern Europe, North America, Latin America, and Oceania, the 10 articles in this issue reveal diverse approaches to issue-based political communication on social media, emphasizing the significance of comparative research in this field. [ABSTRACT FROM AUTHOR]

Focusing on the 2019 European Parliament campaign, we investigate parties' engagement in negative campaigning on Facebook and the relationship to a parties' ideology and their status as governing versus opposition party at the national level. Manual coding of 8,153 Facebook posts of parties from twelve European countries shows parties create less negative posts than positive and neutral ones. However, these negative posts attract more shares than positive, neutral, and balanced statements, which increases their prominence on the platform. Hence, users and algorithms create a negative campaign environment on Facebook to a greater extent than parties. [ABSTRACT FROM AUTHOR]