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Negative campaigning on social media sites: a quantitative analysis of the 2019 Austrian national council election campaign
[journal article]
Abstract Election campaigns in the age of social media are rapidly changing their character. Due to the declining party loyalty of voters, once stable constituencies have become increasingly volatile and the importance of campaigning has increased. Parties are now thought to be more likely than in the past t... view more
Election campaigns in the age of social media are rapidly changing their character. Due to the declining party loyalty of voters, once stable constituencies have become increasingly volatile and the importance of campaigning has increased. Parties are now thought to be more likely than in the past to opt for negative campaigning. This paper examines the postings that parties or top candidates made on the social media sites Facebook and Twitter during the 2019 National Council election campaign. The results suggest that - at least on social media sites - the cost-benefit analysis of the parties might turn towards negative campaigning, as the average popularity of negative campaigning posts was higher than those that were not tagged with negative campaigning.... view less
Keywords
election campaign; party; Austria; social media; political communication; National Council
Classification
Political Process, Elections, Political Sociology, Political Culture
Free Keywords
Negative Campaigning; Political Parties
Document language
English
Publication Year
2021
Page/Pages
p. 11-26
Journal
Journal of Liberty and International Affairs, 7 (2021) 1
ISSN
1857-9760
Status
Published Version; peer reviewed