Digitization of Pre-election Messages during the 2021 Parliamentary Campaign in Bulgaria

Abstract

The pre-election campaign for the 45th Parliament in Bulgaria on April 4, 2021 was held in social distance and strict observance of anti-epidemic measures against COVID-19. Internet platforms have become increasingly popular channels for politicians to communicate with their constituents. The aim of this study focuses on the dynamics of online pre-election political communication. The object is the specifics of the internet connection be-tween the digital audiences and the MP candidates during the campaign. The subject refers to the digital election messages of the political party leaders in their Facebook profiles. The methodology is an empirical study and compar-ative analysis. The scope includes those political forces, which passed the 4% threshold. The results are indicative to those interested in digital political communication.