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Tapestries of Topics: Factors Affecting the Issue Diversity of Political Parties’ Social Media Campaigns

Author

Listed:
  • Melanie Magin

    (Department of Sociology and Political Science, Norwegian University of Science and Technology, Norway)

  • Anders Olof Larsson

    (Department of Communication, Kristiania University College, Norway)

  • Eli Skogerbø

    (Department of Media and Communication, University of Oslo, Norway)

  • Hedvig Tønnesen

    (Department of Sociology and Political Science, Norwegian University of Science and Technology, Norway)

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 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.

Suggested Citation

  • Melanie Magin & Anders Olof Larsson & Eli Skogerbø & Hedvig Tønnesen, 2024. "Tapestries of Topics: Factors Affecting the Issue Diversity of Political Parties’ Social Media Campaigns," Politics and Governance, Cogitatio Press, vol. 12.
    • Handle: RePEc:cog:poango:v12:y:2024:a:8207
    DOI: 10.17645/pag.8207
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    References listed on IDEAS

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    1. Adam M. Enders & Jason Gainous & Kevin M. Wagner, 2022. "Say it again with feeling: Issue ownership and candidate communication using Twitter," Social Science Quarterly, Southwestern Social Science Association, vol. 103(4), pages 959-974, July.
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