Contrasting strategies and messages: an in-depth comparative study of Albania’s national and municipal election advertisements

The present article examines and compares the diverse online electoral advertising strategies employed by the Socialist Party (PS) and the Democratic Party (PD) in Albania’s national and municipal elections. The purpose of this study is to analyze the themes, communication techniques, and tones used in campaign advertising and to evaluate how these components vary depending on the type of election and the political party participating. It focuses on discrepancies in tone, themes, and the priority placed on candidate image versus policy issues. This research uses content analysis methods to reveal significant differences in the content and strategies of electoral advertisements across various election types and political parties. The study highlights clear disparities in the political communication tactics used in national and municipal elections, as well as between the Socialist and Democratic Parties. This study’s findings reveal differences in advertising content and strategies across national and municipal elections for Democratic and Socialist parties. This has significant implications for political groups, advertising, and lawmakers, particularly given the increasing impact of social media on citizen participation in the democratization process.