Facebook as a media digest: user engagement and party references to hostile and friendly media during an election campaign

Abstract

ABSTRACT This paper investigates how parties spread news from traditional media on their social network accounts to engage followers. In particular, we address why parties would choose to include in the ‘media digest’ they carefully craft for their followers also content from ‘hostile’ media outlets and journalists. We analyze 4,586 Facebook posts published by the main Italian parties during the 2019 European election campaign, assessing the impact on readers’ engagement of counter-attitudinal and pro-attitudinal content from either hostile or friendly media. Our results show that parties skillfully exploit friendly and hostile sources alike to alternatively engage or outrage their followers.