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Journal Article

Wahlkampf im Netz : Die Rolle der sozialen Netzwerke bei der Bundestagswahl 2017 in Deutschland
AuthorFrank, Lea ; Rafschneider, Julia
Published in
Vol. 9, Issue 9, page 1-16
PublishedSalzburg : Universitätsbibliothek Salzburg, 2018
Elektronische Ressource
Keywordspolitical communication / social networks / online campaign / parliamentary election / agenda setting
URNurn:nbn:at:at-ubs:4-335 Persistent Identifier (URN)
Download Frank Lea Rafschneider Julia Wahlkampf im Netz [0.45 mb]
Abstract (English)

Social network platforms play a central role in modern campaign planning. This article describes the role of social networks in the 2017 German parliamentary election. The study focuses on the performances of the parties on Facebook and Twitter, as well as on the electorates motives and their expectations towards the parties respective performances. Qualitative content analysis of the online profiles of selected parties as well as qualitative interviews with voters revealed that polarising parties in particular, such as the AfD, can win many social media users and use online networks to attract attention. Although voters appreciate the possibility that they can directly interact with politicians and parties, they prefer to use other media channels to gather information concerning the election campaign.

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