This book analyzes the role of social networks during electoral campaigns around the world, taking into account the non-technological particularities (political, electoral, social, economic, cultural) of the media configurations of different countries.
Political parties all over the world engage in real virtual battles to appear at the cutting edge of technology. Providing in-depth case studies from across Europe, North America, Latin America, Asia, and Africa, this book emphasizes the need to study how institutions, culture, and politics shape the processes of technology diffusion in each context. It asks: what are the uses of social networks in election campaigns in different countries ; what are the factors that lead to social networks playing an important role in the elections of a given country? International and comparative in focus, the book brings together work on the uses of social networks (Facebook, X (formerly Twitter), WhatsApp, TikTok, Instagram, Telegram, and more) in the context of an election campaign by different actors (such as parties, companies, journalists, voters). The book explores the different methodological and theoretical approaches developed for the study of the uses of social networks in an electoral context. The contributors focus on the identification of the online ecosystem of electoral actors in each country, studying their strategies and logic. They also analyze the scaremongering rhetoric about the possible effect of social media on elections as an object of study. While taking seriously the issues of polarization, disinformation, or negative campaigning, the book provides understanding of how these work and how their discourses are constructed.
This book will be of great interest to upper-level students and scholars of Political Science, Media, and Communications Studies.
This book analyzes the role of social networks during electoral campaigns around the world, taking into account the non-technological particularities (political, electoral, social, economic, cultural) of the media configurations of different countries.
1. Introduction PART 1: POLITICAL AND ELECTORAL SYSTEM IN AN HYBRID
MEDIA CONTEXT
2. Introduction to Part 1: Political and electoral system in an
hybrid media context
3. Gender and Online Campaign Styles in Multimember
Districts: The Use of Twitter in the 2022 Congressional Election in Colombia.
4. Digital Communication and Social Media Strategies of Political Actors in
Romania
5. Social media communicative power in Ghanas 2016 and 2020
elections
6. Digital Political Campaigns in Social Media: The First Round of
Peru's 2021 General Elections PART 2: EVOLUTION OF PARTISAN DYNAMICS ON
SOCIAL NETWORKS
7. Introduction to Part 2: Evolution of partisan dynamics on
social networks
8. Is activism on social media headed for a renewal? A
comparative analysis of the profile of cyber-activists and their practices in
the United States and in France during the 2020 and 2022 presidential
campaigns.
9. Social media communication of the foremost Italian political
leaders in the Legislature XVIII (2018-2022). Three key moments and their
internet approach
10. Indias Multi-Platform Election Campaigns for Voter
Mobilisation
11. Strategy and digital narrative in social networks of
Morena's gubernatorial candidates in the electoral process in Mexico 2022
PART 3: PERSONALIZATION AND POPULISM
12. Introduction to Part 3:
Personalization and populism.
13. Populism, gender, and social media in
electoral campaigns in Central America
14. Populist political communication
on Facebook during the EP election campaign and post-electoral period
2019.
The Polish case.
15. Social media, electoral politics, and political
personalization in Indonesia.
16. Digital Populism, propaganda and the
construction of electoral legitimacy in the 2022 Presidential elections in
Kenya. PART 4: POLARIZATION, ECHO CHAMBERS, MISINFORMATION AND CONSPIRACY
STRATEGIES AND DISCOURSES
17. Introduction to Part 4: Polarization, echo
chambers, misinformation and conspiracy strategies and discourses.
18.
Internet Memes in the Conspiracy Feedback Loop of Bolsonarism.
19. Social
media use, opinion polarization, social movement participation, and voting:
The case of Hong Kong.
20. The dynamics of political echo chambers in the
multi-party political system.
21. The political use and depolarizing role of
Facebook, Twitter, and WhatsApp in Ecuador's 2021 national elections.
22.
Disinformation, hate speech, and fake news. How much negativity did the
parties spread on social media during the 2021 election campaign?
23.
Conclusions
Erica Guevara is Associate Professor of Communication Studies, and Researcher at the Center for the Study of Media, Technologies and Internationalization (CEMTI), at Paris 8 University VincennesSaintDenis, France. Her main research interests are media and politics in Latin America, with a substantive focus not only on electoral campaigns but also on the relationships between the media and the state.
Anaļs Theviot is Associate Professor, member of the ARENES Laboratory, and Head of the masters degree in Public and Political Communication at the Université catholique de lOuest, France. She is interested in online partisan activism, electoral campaigns, and the effects of digital technologies on political engagement.
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