Abstract
This article presents a longitudinal, structural study where party and citizen activity on Facebook is studied over a 10-year period, outlining the growing importance of audio-visual content for online campaigning purposes – as well as the rise of populist parties on the same platform. The study shows that an overall increased focus on video as a means of communication emerges as especially pertinent for native Facebook functionalities. This could have repercussions for how online political communication messages are fashioned – and also for the dependencies on platforms that are supposedly strengthened as parties make choices regarding where to invest their campaign resources. In terms of citizen engagement, the results indicate the dominance of populist parties, who have strengthened their positions on the studied platform. The dominance of populist actors will likely have repercussions for the algorithmic spread of political messages – as well as for the ways in which political messages are shaped.
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