Abstract
While plenty of research have provided useful insights into political parties’ use of Twitter, comparably few efforts have focused on the arguably more popular Facebook service. This article presents a comparative approach, detailing similar functionalities on each platform and providing statistical analyses of the social media activities undertaken by Swedish political parties during the 2014 elections. Moreover, the types of attention and feedback received by these parties are analyzed, suggesting that while sizable parties are not necessarily the most ardent at using their social media presences, they receive the most attention. The study largely complements previous research, suggesting that larger actors receive the bulk of new media attention on both platforms – with some internal variation. However, the role of the right-wing populist Sweden Democrats is clearly felt throughout, suggesting the apparent prowess of controversial parties in the online context.
Highlights
Novel media and communication channels have always been greeted by pundits, critics, and some scholars, with unrealistic ideas about their applications to remedy some societal malady
For example, the results provided regarding the activity undertaken by the Pirate Party (Pp) or the Sweden Democrats (Sd), both parties visible in Figure 2, indicating lower degrees of activity
While large amount of followers or fans on the services studied might be considered a prerequisite for viral success, the results presented in this study indicate that amassing a comparably large fan base does not necessarily translate to attention gained on Facebook or Twitter respectively
Summary
Novel media and communication channels have always been greeted by pundits, critics, and some scholars, with unrealistic ideas about their applications to remedy some societal malady Such speculation has revolved around traditional definitions of parliamentary democracy and the lack of engagement in it among the general public, younger generations (Chadwick, 2006). While a range of studies are available regarding the uses of the latter of these two services (see Jungherr, 2014, for an overview), an arguably comparably smaller amount of work has been performed, looking into Facebook use at the hands of politicians and political parties. The current study, makes a contribution in this regard
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Convergence: The International Journal of Research into New Media Technologies
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
