| Popis: |
Social network platforms play a central role in modern campaign planning. This article describes the role of social networks in the 2017 German parliamentary election. The study focuses on the performances of the parties on Facebook and Twitter, as well as on the electorate’s motives and their expectations towards the parties’ respective performances. Qualitative content analysis of the online profiles of selected parties as well as qualitative interviews with voters revealed that polarising parties in particular, such as the AfD, can win many social media users and use online networks to attract attention. Although voters appreciate the possibility that they can directly interact with politicians and parties, they prefer to use other media channels to gather information concerning the election campaign. |
