Does hatred rule political communication on social media? How do politicians talk about the EU on Facebook, and how do their followers react?

Abstract

Abstract This paper focuses on the communication of four Slovak political leaders about the European Union’s agenda on Facebook and their followers’ interactions. As cognitive authorities of their followers, politicians directly impact public perception of current news by providing their own opinions and views. The paper studies the politicians’ followers’ engagement through manual qualitative sentiment analysis. The results suggest that while moderate Facebook users who support the EU are not active and do not show their support openly, users who condemn the EU express their negative sentiments regardless of the politician’s sentiment in the post. If a politician praises the EU, the followers criticise it. If a politician criticises the EU, followers agree with them. That leads us to the conclusion that social media dynamised the concept of cognitive authority.