{"title":"个人、隐私、情感?政党如何在 2014 年和 2019 年欧洲议会选举活动中使用 Facebook 上的个性化策略","authors":"Uta Russmann, Ulrike Klinger, Karolina Koc-Michalska","doi":"10.1177/08944393241254807","DOIUrl":null,"url":null,"abstract":"In 2014, the EU introduced the lead candidate procedure to raise citizens’ awareness and interest in the European Parliament (EP) elections and, thereby, voter turnout. We study the use of personalization, centralized personalization (focusing on lead candidates), emotional personalization, and private personalization on Facebook by political parties across 12 countries during the 2014 and 2019 EP campaigns and the effects of personalization on user engagement. A standardized quantitative content analysis of 14,293 posts by 227 political parties shows that about half of the Facebook posts were personalized, but there is no general trend of rising personalization. While emotional personalization increased, parties hardly ever posted about their lead candidates and their private lives. Variations are not due to structural (e.g., party and media systems) or geographical/cultural factors. Positive effects are found for the use of emotional personalization attracting a higher volume of user reactions (likes, reactions, shares, and comments) in both elections.","PeriodicalId":49509,"journal":{"name":"Social Science Computer Review","volume":"25 1","pages":""},"PeriodicalIF":3.0000,"publicationDate":"2024-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Personal, Private, Emotional? How Political Parties Use Personalization Strategies on Facebook in the 2014 and 2019 EP Election Campaigns\",\"authors\":\"Uta Russmann, Ulrike Klinger, Karolina Koc-Michalska\",\"doi\":\"10.1177/08944393241254807\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"In 2014, the EU introduced the lead candidate procedure to raise citizens’ awareness and interest in the European Parliament (EP) elections and, thereby, voter turnout. We study the use of personalization, centralized personalization (focusing on lead candidates), emotional personalization, and private personalization on Facebook by political parties across 12 countries during the 2014 and 2019 EP campaigns and the effects of personalization on user engagement. A standardized quantitative content analysis of 14,293 posts by 227 political parties shows that about half of the Facebook posts were personalized, but there is no general trend of rising personalization. While emotional personalization increased, parties hardly ever posted about their lead candidates and their private lives. Variations are not due to structural (e.g., party and media systems) or geographical/cultural factors. Positive effects are found for the use of emotional personalization attracting a higher volume of user reactions (likes, reactions, shares, and comments) in both elections.\",\"PeriodicalId\":49509,\"journal\":{\"name\":\"Social Science Computer Review\",\"volume\":\"25 1\",\"pages\":\"\"},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2024-05-17\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Social Science Computer Review\",\"FirstCategoryId\":\"90\",\"ListUrlMain\":\"https://doi.org/10.1177/08944393241254807\",\"RegionNum\":2,\"RegionCategory\":\"社会学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"COMPUTER SCIENCE, INTERDISCIPLINARY APPLICATIONS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Social Science Computer Review","FirstCategoryId":"90","ListUrlMain":"https://doi.org/10.1177/08944393241254807","RegionNum":2,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMPUTER SCIENCE, INTERDISCIPLINARY APPLICATIONS","Score":null,"Total":0}
Personal, Private, Emotional? How Political Parties Use Personalization Strategies on Facebook in the 2014 and 2019 EP Election Campaigns
In 2014, the EU introduced the lead candidate procedure to raise citizens’ awareness and interest in the European Parliament (EP) elections and, thereby, voter turnout. We study the use of personalization, centralized personalization (focusing on lead candidates), emotional personalization, and private personalization on Facebook by political parties across 12 countries during the 2014 and 2019 EP campaigns and the effects of personalization on user engagement. A standardized quantitative content analysis of 14,293 posts by 227 political parties shows that about half of the Facebook posts were personalized, but there is no general trend of rising personalization. While emotional personalization increased, parties hardly ever posted about their lead candidates and their private lives. Variations are not due to structural (e.g., party and media systems) or geographical/cultural factors. Positive effects are found for the use of emotional personalization attracting a higher volume of user reactions (likes, reactions, shares, and comments) in both elections.
期刊介绍:
Unique Scope Social Science Computer Review is an interdisciplinary journal covering social science instructional and research applications of computing, as well as societal impacts of informational technology. Topics included: artificial intelligence, business, computational social science theory, computer-assisted survey research, computer-based qualitative analysis, computer simulation, economic modeling, electronic modeling, electronic publishing, geographic information systems, instrumentation and research tools, public administration, social impacts of computing and telecommunications, software evaluation, world-wide web resources for social scientists. Interdisciplinary Nature Because the Uses and impacts of computing are interdisciplinary, so is Social Science Computer Review. The journal is of direct relevance to scholars and scientists in a wide variety of disciplines. In its pages you''ll find work in the following areas: sociology, anthropology, political science, economics, psychology, computer literacy, computer applications, and methodology.