Social media is not only interfering with our everyday life but also with different spheres such as the political sphere. Earlier findings suggest that the use of social media will become a strategic tool in future political campaigns. Hence, this study examines the candidates use of Facebook for the municipal election in Copenhagen 2017. Our study has been executed by a collection of online data from different sections of Facebook such as the count of likes, shares, posts and comments.
Therefore, it is essential to investigate which technological affordances the candidates utilized and what type of content they have produced and published on Facebook during the 2017-election. In the project's analysis, we investigate which candidates actively use Facebook-pages for election purposes, which posts that created the highest engagement rate, which is a metric that is used to measure the candidates’ effectiveness at engaging the audience. In addition, we examine the candidates’ practices on Facebook using Nick Couldry’s media practices (2004). To investigate the candidates content, we have used Norman Fairclough’s critical discourse analysis (2008). The purpose is to identify which discourses the candidates create and thus dominate on Facebook during the municipal elections campaign 2017 in Copenhagen Municipality.
The study concludes that 101 of the 251 candidates participating in the municipal election in Copenhagen conducted active election campaign via a Facebook-page. The technological affordance to post a photo consists of more than half of the total amount of posts published by the candidates. In addition to this analytical point, the candidates’ media practice on Facebook constitute of either self-promotion and/or election campaigns. Finally, we have identified remarkable comparisons between the candidates' way of handling the various discourses.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||31 dec. 2017|
|Vejledere||Sander Andreas Schwartz|
- Sociale medier