Abstract
The chapter starts with a brief overview of the study of political personalization online, then focuses on its claims concerning the influence of online platforms on political personalization. It then analyses online personalization by comparing the online presence and activity of parties, party leaders, and prominent politicians from twenty-five democracies, and also the consumption rate of their Facebook pages. High variance at the national levels of personalization online demonstrates that personalization is not a necessary development of politics in the age of online social networks. Levels of online controlled media personalization do not seem to be generally high. Parties are present online more than individual politicians, and in most cases the amount of their output is higher. Online personalization in voters’ behavior—the consumption side—is, however, prevalent. Such personalization is evident in the amounts of the consumption of the outputs of party leaders, but not of other prominent politicians.
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