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https://doi.org/10.17645/mac.v11i3.6660
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Mobilization in the Context of Campaign Functions and Citizen Participation
[Zeitschriftenartikel]
Abstract Mobilization strategies are an essential part of political parties’ campaign communication. By mobilizing voters and supporters, parties promote civic participation in politics, the forms of which have multiplied given the possibilities of user activities on social media. To define their online mobi... mehr
Mobilization strategies are an essential part of political parties’ campaign communication. By mobilizing voters and supporters, parties promote civic participation in politics, the forms of which have multiplied given the possibilities of user activities on social media. To define their online mobilization strategies, parties have to choose which forms of participation (e.g., voting, donating, or liking or sharing a post) they will seek to mobilize. Understanding mobilization as a communicative appeal to engage audiences in participatory actions, in our study we conceptually linked parties' mobilizing appeals with three campaign functions - information, interaction, and mobilization - to systematize different types of mobilization. We applied that categorization to the social media campaigns of parties and top candidates in Germany and conducted a manual quantitative content analysis of 1,495 Facebook and 1,088 Instagram posts published in the run-up to the 2021 federal election. Results show that parties primarily mobilized their audiences to vote and seek out more information (e.g., on the party’s website). Although user reactions are generally an important factor of performance on social media, parties mostly avoided calls to like, share, or comment on posts. When compared, the strategies of parties and candidates indicate that mobilization is more the task of parties than of candidates. Differences between Facebook and Instagram can be attributed to the different technical affordances of the platforms. Because Facebook, unlike Instagram, supports clickable links in posts, parties are more likely to encourage users on Facebook to seek out more information online.... weniger
Thesaurusschlagwörter
Facebook; Soziale Medien; politische Partizipation; Mobilisierung; Kampagne; Wahlkampf; Bundesrepublik Deutschland; Inhaltsanalyse
Klassifikation
Medieninhalte, Aussagenforschung
politische Willensbildung, politische Soziologie, politische Kultur
interaktive, elektronische Medien
Freie Schlagwörter
Instagram; online campaigning; political mobilization
Sprache Dokument
Englisch
Publikationsjahr
2023
Seitenangabe
S. 129-140
Zeitschriftentitel
Media and Communication, 11 (2023) 3
Heftthema
Social Media's Role in Political and Societal Mobilization
ISSN
2183-2439
Status
Veröffentlichungsversion; begutachtet (peer reviewed)