European Parliament Election Campaign Research Articles

‘Party position, electoral incentives, and attention to European Union issues in the 2019 European Parliament election’

Under what conditions do Members of the European Parliament (MEPs) give attention to EU issues in European Parliament (EP) election campaigns? This study examines how party positioning on European integration and individual electoral incentives affected MEPs’ attention to EU issues in the 2019 EP election campaign. Based on data collected from Twitter, the findings show that pro-EU parties and individual vote-seeking incentives increased attention to EU issues. More specifically, they show that MEPs from pro-EU mainstream parties had incentives to debate about EU issues, especially when they competed for votes. The findings help to unfold the interplay between party-level and legislator-level factors and its effects on attention to EU issues and aim to contribute to research on EU issue salience and EP election campaigns.

Varieties of antigenderism: the politicization of gender issues across three European populist radical right parties

ABSTRACT This research contributes to the study of populist radical right parties’ (PRRPs) role in gendered democratic backsliding by analyzing their articulation and symbolic representation of gender issues. We compare the politicization of gender issues across three European PRRPs, examining how context-specific gendered opportunity structures – the level of contestation of gender issues in their country, the resonance of antigenderism among their electorate, and their issue repertoire and historical trajectory – shape the extent and ways in which the German AfD, the Italian Lega and the Sweden Democrats politicize gender issues. We conduct a quantitative content analysis of PRRPs’ framing of gender issues and construct topic networks based on the parties’ Facebook and Twitter posts during the European Parliament election campaign 2019. We analyze the salience of gender issues, the broader topical context in which they are embedded, the specific gender issues addressed, and the parties’ positions on these issues. Our results show how context-specific gendered opportunities shape PRRPs’ national gender discourses: A low level of contestation, evidenced by a high public recognition and legal protection of gender and sexual equality, seems to foster a femonationalist framing, while antigenderist discourse is less pronounced in such a context. Instead, a higher level of contestation, expressed in a lower public recognition and legal protection of gender and sexual equality, seems to foster antigenderist discourse. A transnational femonationalist framing, shared by all analyzed parties, relates to a common nativist ideological core.

Disinformation and the Brussels bubble: EU correspondents’ concerns and competences in a digital age

European Union (EU) political actors have been heavily affected by the so-called disinformation crisis, leading to intense worries about how EU citizens may be guaranteed access to trustworthy information in the years to come. While there is increasing research on how EU officials, platforms, and political parties react to the threat of disinformation, less attention has been paid to how another crucial group of actors in Brussels copes with this threat: EU correspondents. This paper presents one of the first empirical observations of EU correspondents’ perceptions of the disinformation crisis. We conducted a survey with Brussels-based correspondents ahead of a politicized 2019 European Parliament election campaign, and asked: What are (a) the concerns and (b) self-perceived competences these correspondents have in dealing with disinformation? Our study offers two main take-aways: First, we recommend further studying EU journalism as a complex organism whose concerns and competences are influenced by intra-European differences in press freedom and journalistic professionalisation. Second, disinformation studies in the EU context must no longer neglect the challenges professional journalism faces when aiming to stop false content.

Facebook as a Political Marketing Tool in an Illiberal Context. Mapping Political Advertising Activity on Facebook during the 2019 Hungarian European Parliament and Local Election Campaigns

The research examines political advertising on Facebook during the 2019 European and local election campaigns in Hungary. Previously, political advertising had been difficult to study due to a lack of publicly available data. However, since spring of 2019, information on political advertising on Facebook has been publicly accessible in European countries. The study collected all political ads during the two nationwide election campaigns in Hungary to map the political advertising sphere based on spending. The research tests theories regarding the political restructuring potential of social media, including the oppositional/democratizing role of social media, and the theses of normalization versus equalization. Additionally, the ad-specific thesis of ‘stealth media’ is tested, which argues that Facebook’s ad platform can be employed to circumvent campaign-related regulations. Our findings suggest that the opposition remarkably dominates the political Facebook advertising sphere in the present illiberal context. Beyond this fact, the normalization theory seems to prevail, and there is no evidence that ads are used to increase the personalization of politics. In Hungary, Facebook’s advertising platform is not a type of ‘stealth media’ as it is dominated by official political actors, but a few partisan media outlets were strongly involved in the advertising campaign.

Do politicians connect with young people? Analysis of Twitter use by candidates in the 2019 European Parliament election campaign

The use of social media, especially Twitter, has become part of the political communication strategies of parties and candidates. Reaching young voters and reducing their historical abstention has become a challenge, even more for candidates standing for the European Parliament, elections that have traditionally witnessed a much smaller turnout. To find out if the main six candidates in the 2019 European Parliament election campaign (10–26 May), called to occupy the presidency of the European Commission, connected with younger voters, this research applies the multiple-case study based on the analysis of their Twitter posts. The results show that candidates (Spitzenkandidaten) preferred to talk about tops such as territory, vote appeal, and their parties’ alliances above the topics that most interest young people: climate change and environment, education, poverty and inequalities, unemployment, human rights and democracy and health. Better political social media communication is needed to make candidates’ communication strategies more consistent and to promote voters’ participation, especially among youth.

Are Campaigns Getting Uglier, and Who Is to Blame? Negativity, Dramatization and Populism on Facebook in the 2014 and 2019 EP Election Campaigns

ABSTRACTRelating to theories of dissonant public spheres and affective publics, we study negativity, dramatization, and populist content in political party Facebook posts across 12 countries during the 2014 and 2019 European Parliament Election campaigns. A quantitative content analysis of 14,293 posts from 111 (2014) and 116 (2019) political parties shows that negative emotion, negative campaigning, dramatization, and populist content has increased over this time. We show that political parties sought to evoke more negative emotions and generate more dramatization, engaged more in negative campaigning, and included more populist content in their Facebook posts in the 2019 EP election than in 2014. Further, we show that posts evoking negative emotions and dramatization and involving negative campaigning yield higher user engagement than other posts, while populist content also led to more user reactions in 2014, but not in 2019. Negative, exaggerated, and sensationalized messaging therefore makes sense from a strategic perspective, because the increased frequencies of likes, shares, and comments make parties’ messages travel farther and deeper in social networks, thereby reaching a wider audience. It seems that the rise in affective and dissonant communication has not emerged unintentionally, but is also a result of strategic campaigning.

TV debates in EP election campaigns – the influence of the 2019 Eurovision debate on voting behaviour

ABSTRACT Televised debates represent an integral part of election campaigns and with the introduction of the Spitzenkandidaten process also became part of the European Parliament (EP) elections campaign. Various characteristics of EP elections such as a generally lower (perceived) relevance of and participation in the elections, and also the relatively unknown lead candidates running for Commission President assign TV debates a crucial role to inform European citizens and assist them in their voting decision. Focusing on the second edition of the ‘Eurovision debate’ during the 2019 EP elections campaign, this article examines the impact of debate exposure on both the decision to turn out and party choice. The study uses original flash survey data collected after the debate in five countries (DE, DK, ES, HU, NL). These data are part of a larger panel-survey study, which allows to examine immediate effects in the days after the debate and also for the eventual decision on Election Day. Although citizens' debate exposure varies considerably across countries, and watchers further differ in their evaluations of the candidate performances, the results show a surprisingly negative effect of debate exposure on turnout, especially among more interested citizens, and basically no effects on party choice.

Political communication on Facebook and populism. The 2019 European Parliament election in Spain

Populist actors have more success than other parties on social media –particularly Facebook– where their posts receive higher levels of engagement. The entry of populist parties onto the Spanish political stage can spread the use of their rhetoric and influence citizens’ political decisions, affecting the configuration of supranational institutions such as the European Union. The aim of this study is to use a quantitative content analysis to verify the presence of populist discourse in the 844 messages published on Facebook by Spanish parties during the 2019 European Parliament election campaign and to analyse their impact on user interaction. The results show that the newest and most extremist parties monopolise the messages with empty, anti-elite populism. However, the use of exclusionary populist discourse is also detected in more moderate conservative parties. Populist parties, especially VOX, lead user interactions, irrespective of whether the populist style appears in the messages. The results of the research show that the populist style is inexorably consolidating in Europe as an electoral communications strategy on Facebook. As with other European countries, extremist and opposition parties also adopt the populist style as a communications strategy. The results suggest that the success of populist actors on social media may be conditioned by the populist attitudes of their followers and less by the characteristics of these parties’ publications.

Avrupa Yanlısı Siyasi Partiler Tarafından Avrupa Kimliği İnşası

The political scene of the European Union (EU) presents a discursive field where identity construction becomes a vital tool for political parties to claim political credit and legitimize themselves. While pro-European parties utilize the narratives of an in-group of European identity, Eurosceptic parties problematize the gap between ‘us’ and ‘them’ by employing narratives of intergroup differentiation as an instrument to re/shape the political reality. The scholarly literature mostly focuses on Eurosceptic populist discourse and right-wing rhetoric relying on discursive socio-political exclusion to form in-group identification of national identities. By adopting a different stance, this article seeks to address the discursive strategies of the pro-European parties employed and mobilized during the 2019 European Parliament election campaigns through the discourse historical approach. It argues that it is of critical importance to reveal the pro-European discourse to reflect the pro-European stance over the debates on the existing identity cleavage within the turbulent European political scene.

Third-order election. Spanish political parties’ communication on Facebook during the 2019 European Parliament election campaign

The 2019 European Parliament elections were held in Spain in a context of political fragmentation and polarisation, following the recent incorporation of the extreme right into the national parliament. Elections to the European Parliament are considered second-order elections and are sometimes used by citizens to cast a punishment vote, favouring new political actors of a contestatary character to gain visibility. Social media networks such as Facebook play an important role because they offer these parties a space where they can disseminate their messages on equal terms, beyond media control. This study conducts a content analysis of the posts published on Facebook by Spanish national political parties in the month prior to the 2019 local, regional and European elections. The main goal is to analyse the communication strategy used by Spanish political parties in this social media, in order to find out the importance given by the parties to the European elections and whether there are differences in strategy at each level. The results reveal that the European elections are a third-order election for Spanish parties, behind local elections. Most parties practice a dual campaign, in which the topics, goals and emotions posted on Facebook vary according to the political level at which they are targeted. This tendency is more pronounced in populist parties and seems to be shaped by the national political context and aimed at matching the concerns of Spaniards at the European level. Despite the incorporation of the extreme right into the Spanish political chessboard, the negative Eurosceptic discourse is only present in the two populist parties and does not affect the rest of the political forces.

The Polyphonic Sounds of Europe: Users’ Engagement With Parties’ European-Focused Facebook Posts

It is an old concern in public and academic debates that people are not interested in European-level issues, and even European Parliamentary election campaigns, which are the main democratic tools of the European Union (EU) to involve ordinary people into political decision-making, are mostly about national-level political topics. Moreover, even when European issues emerge, the context of its discussion is often harmful to European integration and strengthens the perceived importance of domestic politics. In the age of social media, however, users’ content preferences may significantly affect the presence of different political levels in political campaigns, but these preferences are still largely uncovered in academic literature. To fill this gap, we investigate the direct and moderated effects of European-focused Facebook posts on user engagement drawing upon a content analysis dataset including 9,688 posts of 68 parties from 12 EU countries. In line with the well-known second-order election hypothesis (Reif & Schmitt, 1980) we hypothesize a negative direct main effect. However, we also assume that this effect is moderated by several content-, and party-level factors, and when people engage with European-level contents they do it with those ones that are posted by populist parties, focused on a few divisive hot topics, and are framed with a negative tone. Moreover, we expect cross-country differences. We find that on the whole, user engagement with national-level political content prevails over the European-level, but in some countries there are no remarkable differences in user engagement patterns of the two levels. While our findings mostly confirm the second-order election hypothesis, they also demonstrate that European politics can spread within social media platforms in a less divisive and negative way than we expected. European-focused posts do not perform better when they are posted by populist parties, focused selectively on the salient issues of immigration or environment, or framed in a negative way.

Avrupa Yanlısı Siyasi Partiler Tarafından Avrupa Kimliği İnşası

The political scene of the European Union (EU) presents a discursive field where identity construction becomes a vital tool for political parties to claim political credit and legitimize themselves. While pro-European parties utilize the narratives of an in-group of European identity, Eurosceptic parties problematize the gap between ‘us’ and ‘them’ by employing narratives of intergroup differentiation as an instrument to re/shape the political reality. The scholarly literature mostly focuses on Eurosceptic populist discourse and right-wing rhetoric relying on discursive socio-political exclusion to form in-group identification of national identities. By adopting a different stance, this article seeks to address the discursive strategies of the pro-European parties employed and mobilized during the 2019 European Parliament election campaigns through the discourse historical approach. It argues that it is of critical importance to reveal the pro-European discourse to reflect the pro-European stance over the debates on the existing identity cleavage within the turbulent European political scene.

Learning about the unknown Spitzenkandidaten: The role of media exposure during the 2019 European Parliament elections

The Spitzenkandidaten were meant to personalize European Parliament elections. This paper asks whether and through which channels the lead candidates were actually able to make themselves known among voters – a necessary precondition for any electoral effect. Combining panel surveys and online tracking data, the study explores candidate learning during the German 2019 European Parliament election campaign and relates learning to different types of news exposure, with a special focus on online news. The results show that learning was limited and unevenly distributed across candidates. However exposure to candidate-specific online news and most types of offline news helped to acquire knowledge. The findings imply that Spitzenkandidaten stick to voters’ minds when they get exposed to them, but that exposure is infrequent in high-choice media environments.

In varietate concordia?! Political parties’ digital political marketing in the 2019 European Parliament election campaign

This article provides the first comprehensive analysis of how parties across 28 countries use digital political marketing on Facebook by drawing on the example of the 2019 European Parliament election. We introduce a theoretical model of political Facebook marketing and compare the paid media activity (sponsored posts, ads) of 186 parties to their owned media (posts) and earned media (user reactions, comments, shares). Our results concerning cross-country patterns indicate that differences in European parties’ paid media activity exist and only a few parties leverage sophisticated targeting strategies. Regarding temporal dynamics, we find that paid media is used to supplement owned media during similar campaign phases. In terms of engagement-triggering effects, we show that sponsoring posts is a suitable tool to increase earned media. Overall, paid media activity on Facebook is largely embedded into parties’ overall marketing strategy and national countries’ regulatory settings. Our results have implications for the understanding of public opinion, voting behaviour and the regulations of elections in modern European democracies.

Prime Ministers on Twitter

The aim of this paper is to analyse Twitter activity of Prime Ministers of Poland and of the Czech Republic, Mateusz Morawiecki and Andrej Babiš respectively, during the 2019 European Parliament election campaign with the special focus on their ways of creating, imposing and reproducing the campaign discourse. It examines especially the person-alization of the election campaign, namely using the election-related activities to promote their image. Also, the im-portance of hashtags as a strategy for building discursive styles is explored and ways of using political pretexts e.g. the Europe Day to introduce election themes are compared. In this context the answer to the following question pre-sents itself as a research challenge: to what extent PMs’ tweets impact the course and the dynamics of the campaign and to what extent it is just dry information, a press commentary?

When do parties put Europe in the centre? Evidence from the 2019 European Parliament election campaign

European elections have been described as second-order phenomena for voters, the media, but also parties. Yet, since 2009, there exists evidence that not only voters, but also political parties assign increasing significance to European elections. While initially ‘issue entrepreneurs’ were held responsible for this development, the latest campaigns have raised the question of whether mainstream parties are finally also campaigning on European issues. In this article, we examine European Union (EU) salience in the 2019 European Parliament (EP) campaigns of government and opposition parties and the predictors of their strategic behaviours. We test the relevance of factors derived from the selective emphasis and the co-orientation approach within an integrated model of strategic campaign communication based on expert evaluations of 191 parties in 28 EU member states. Results show that the traditional expectation that government parties silence EU issues does not hold anymore; instead, the average EU salience of government and opposition parties is similar on the national level. The strongest predictors for a party’s decision to campaign on EU issues are the co-orientation towards the campaign agendas of competing parties, and party’s EU position.

Visegrad Group countries as a junkyard of Europe? Quality of food and beverages as a theme of the 2019 European Parliament election campaigns – the case of Czechia

Visegrad Group countries as a junkyard of Europe? Quality of food and beverages as a theme of the 2019 European Parliament election campaigns – the case of Czechia

Twitter jako narzędzie zarządzania wizerunkiem

Twitter as an Image Management Tool Twitter is becoming an increasingly popular tool used for political communication, especially in election campaigns. It is also an important element of image creation. Due to its functionalities, it allows for quick, low-cost reaching of recipients. As part of the article, over 130,000 entries from the period of the 2019 European Parliament election campaign in Poland were subject to quantitative analysis. The activity of 397 people running from six national election committees was analyzed. Every second candidate applying for a mandate as an MEP used this service. The article is an attempt to answer whether and to what extent popularity on Twitter translated into the electoral result.

Gender related topics in the European parliament election campaigns of the Italian populist parties in 2019: ideas reflection in the media and social network

The author studies how gender related topics are presented in the Italian populist parties and the populist political leader’s discourse. Based on the qualitative and quantitative content analysis of the texts of the representatives of political parties in the media and their posts on their Facebook page, as well as the texts of political programs of political parties that participated in the elections to the European Parliament in 2019, the main gender themes of contemporary Italian society are highlighted. The second part of the paper is devoted the analysis of women representation in the parties’ election lists for the European Parliament elections. The aim of the paper is to identify how gender topics are reflected in the speeches of politicians and political programs of the parties, to determine the relevance of this topic. The empirical basis of the study are the text units (comments, articles, posts in the social media), and the texts of political programs of Italian populist political parties. According to the article gender topics are usually integrated in the themes of economy development and financial support for different groups of the population. However, the gender related themes are not dominant in the discourse of Italian populists. The established populist parties cover gender issues much less than parties-newcomers. The reason of presence of women in the lists of candidates mainly is a legal requirement, but not a public need. The research results can be used as an auxiliary material in the study of the key peculiarities of Italian populism.

When Social Media Doesn’t Determine All: The Topics and Narratives of Latvian Political Parties on Facebook During the 2019 European Parliament Elections Campaign

Over the last decade, the implementation of campaigns by political parties and their candidates on social media platforms has become an integral part of political communication. Political communication studies have long indicated that elections are becoming personalized, with more focus on party leaders or individual candidates. But studies on communication by political parties to understand the identity of parties and their potential in communication with voters remain relevant. The aim of the paper is to analyse the visual election materials of the political parties from Latvia on the social network Facebook during the 2019 European Parliament (EP) election campaign. The research period is two weeks before elections. The subject of the study is election materials on Facebook accounts of the parties representing the national parliament of Latvia. A codebook for analysis has been developed, containing common and specific variables, designed to explore the verbal and visual dimensions. The results of the study allow us to draw conclusions about the changing success of new populist and traditional parties, as well as to look at the role of Facebook in elections in a little-studied country.