Download full text
(external source)
Citation Suggestion
Please use the following Persistent Identifier (PID) to cite this document:
https://doi.org/10.17645/pag.8207
Exports for your reference manager
Tapestries of Topics: Factors Affecting the Issue Diversity of Political Parties' Social Media Campaigns
[journal article]
Abstract 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 addres... view more
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.... view less
Keywords
Norway; content analysis; social media; election campaign; political communication; party; campaign
Classification
Interactive, electronic Media
Political Process, Elections, Political Sociology, Political Culture
Free Keywords
election campaigning; issue diversity; issue ownership; platform comparison; riding the wave
Document language
English
Publication Year
2024
Journal
Politics and Governance, 12 (2024)
Issue topic
How Political Issues Shape Social Media Campaigns for National Elections
ISSN
2183-2463
Status
Published Version; peer reviewed