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<p>Social networks play an important role in election campaigns—as in political communication as a&#xa0;whole. This diachronic, empirical study compares the use of Twitter (now: X) and Facebook by the political parties and leading candidates during the 2012, 2017 and 2022 state election campaigns in the northern German state of Schleswig-Holstein. It not only analyses differences and similarities in terms of frequency, thematic focus, and length of shared posts, but also includes the intention of communication. Searle’s speech act theory, adapted to the requirements of network communication, serves as a&#xa0;model here. The results, first, show considerable divergences in the intensity of use as well as the type of use of the various parties and their top personnel during the last weeks of the respective election campaigns. Secondly, they also make visible the changes that have occurred over a&#xa0;period of ten years. One aspect of continuity seems particularly noteworthy: the central topic of communication in social media is always the election campaign itself. There are hardly any attempts to establish the parties’ own thematic focuses or to enter into dialogue with users.</p>

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Wahlkampfkommunikation in sozialen Netzwerken: Die Nutzung von Facebook und Twitter durch politische Parteien in den schleswig-holsteinischen Landtagswahlkämpfen 2012, 2017 und 2022

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年6月27日

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  • Tobias Hochscherf,
  • Elke Kronewald,
  • Christian Möller

摘要

Social networks play an important role in election campaigns—as in political communication as a whole. This diachronic, empirical study compares the use of Twitter (now: X) and Facebook by the political parties and leading candidates during the 2012, 2017 and 2022 state election campaigns in the northern German state of Schleswig-Holstein. It not only analyses differences and similarities in terms of frequency, thematic focus, and length of shared posts, but also includes the intention of communication. Searle’s speech act theory, adapted to the requirements of network communication, serves as a model here. The results, first, show considerable divergences in the intensity of use as well as the type of use of the various parties and their top personnel during the last weeks of the respective election campaigns. Secondly, they also make visible the changes that have occurred over a period of ten years. One aspect of continuity seems particularly noteworthy: the central topic of communication in social media is always the election campaign itself. There are hardly any attempts to establish the parties’ own thematic focuses or to enter into dialogue with users.