Abstract
This is an exploratory cross-case analysis of political communication strategies of selected youth political organizations on the social network Facebook. The main objectives of this paper are to capture the topics and frequency of posting of Youth Political Organization on Facebook. Secondary, the study aims to capture the analytical approach categories/objectives: themes and actors. It focuses on the 3-month period from December 2020 to February 2021. Relevant youth political organizations in Slovakia and the Czech Republic are compared with youth political organizations operating at the European level. The organizations either belong directly to the kin political party or have the status of a supporting organization. At the European level, they are also affiliated to a European political party or are a supporting organization of a European political party. The data source is the official profiles of youth political organizations on the social network Facebook. Data processing is based on content analysis of published posts. Content analysis focuses on topics, the frequency of topics, the occurrence of keywords in the overall set of posts, and identifying attitudes to topics. The obtained data are evaluated by descriptive statistics. The presentation of the data is supplemented by tables, including graphical processing using the Voyant Tools text analysis tool. Key findings indicate that COVID-19 pandemic is the most communicated topic both on national and European level. Czech and Slovak cases seek to gain support or create conflict based on selected topics, while European level forms an area of cooperation among organizations.
Highlights
Political communication is, as Norris (2015) points out, an interactive process in which information is exchanged between political actors, especially politicians; the media; and the public
This study is framed in the field of political communication, and specific attention is paid to the form of communication of youth political organizations within Slovakia, the Czech Republic, and the European level on the social network Facebook
In the Facebook communication of Slovak youth political organizations, we identify several basic categories of posts
Summary
As Norris (2015) points out, an interactive process in which information is exchanged between political actors, especially politicians; the media; and the public (voters). The flow of information itself is realized in several directions (cf Norris 2015). Its importance for society is indirectly visible through the great interest of the authors in this topic, which is shown in the following lines. It merges or is directly linked to other areas of political life, such as the political campaign, which opens up other topics and sub-themes. This study is framed in the field of political communication, and specific attention is paid to the form of communication of youth political organizations within Slovakia, the Czech Republic, and the European level on the social network Facebook
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 call
