Facebook Posts Research Articles

Beyond workplace‐related issues: How Global Unions use digital activism to engage in social agenda‐setting

AbstractDigital information and communications technologies like social media are critical for trade union renewal. Yet, although many unions now use social media, there remain ongoing debates as to what effective digital activism looks like. This question is even more pressing for the Global Unions, as international labour movement organizations without grassroots members. Drawing on social movement and networked communication theories, this article interrogates Global Unions’ social media practices through a mixed‐method analysis of 19,009 Facebook posts created between 2017 and 2022. Based on this analysis, we find that Global Unions that adopt crowd‐focused communication styles and post on broader social issues have more success in engaging with online crowds than those that emphasize workplace or organizational issues and adopt top‐down communication styles. At the same time, our findings challenge assumptions in the literature that crowd‐led, connective communication styles associated with engagement are necessarily the most effective in today's digital society.

Personal, Private, Emotional? How Political Parties Use Personalization Strategies on Facebook in the 2014 and 2019 EP Election Campaigns

In 2014, the EU introduced the lead candidate procedure to raise citizens’ awareness and interest in the European Parliament (EP) elections and, thereby, voter turnout. We study the use of personalization, centralized personalization (focusing on lead candidates), emotional personalization, and private personalization on Facebook by political parties across 12 countries during the 2014 and 2019 EP campaigns and the effects of personalization on user engagement. A standardized quantitative content analysis of 14,293 posts by 227 political parties shows that about half of the Facebook posts were personalized, but there is no general trend of rising personalization. While emotional personalization increased, parties hardly ever posted about their lead candidates and their private lives. Variations are not due to structural (e.g., party and media systems) or geographical/cultural factors. Positive effects are found for the use of emotional personalization attracting a higher volume of user reactions (likes, reactions, shares, and comments) in both elections.

Issue Ownership and Framing

This article explores how Scottish political parties frame their owned issues on social media to persuade voters during the run-up to elections. Through a qualitative analysis of 150 Twitter and Facebook posts from five major Scottish parties, the study reveals that parties employ threat and victim framing to bolster their vote share. Opposition parties predominantly portray the Scottish National Party (SNP) as a threat, while all parties frame the electorate as victims. The extent and focus of these frames vary based on parties' parliamentary strength and government/opposition status. The SNP, holding a strong governing position, focuses on advancing its independence agenda, while other parties critique the SNP and then promote their own priorities. This article contributes to framing theory by highlighting the nuanced relationship between issue ownership, threat, and victim frames in shaping electoral outcomes. The findings underscore the strategic use of social media by parties to influence voter perceptions and decisions.

Emotionalized Social Media Environments: How Alternative News Media and Populist Actors Drive Angry Reactions

ABSTRACT This study employs a comparative analytical framework to enhance our understanding of the conducive opportunity structures that foster emotionally charged political discourse. We examined 175,539 Facebook posts characterized by variations in content (in terms of themes and populist rhetoric), authorship (including populist politicians, traditional news, and alternative media), and geographic context (Belgium, France, Germany, Switzerland, UK, US). We then analyzed 360,000 emotional responses from Facebook users to determine which posts create the most conducive conditions for eliciting angry emotions. Our key findings show that posts from alternative and hyperpartisan media, as well as those from populist politicians and parties, tend to elicit elevated levels of angry reactions. These posts often use anti-elitist and exclusionary language. This finding has significant implications, as the anger generated by such accounts can propagate incivility and polarization and facilitate the spread of ideologically driven misinformation. A particular case is Donald Trump, who, as a populist governing figure, manages to elicit positive emotions, including “love,” despite delivering seemingly antagonistic messages. To strengthen the robustness of our findings, we conducted a replication analysis with 67,620 Facebook posts from three of the six countries and examined two different time periods. This analysis confirmed the persistence of our findings over time. Our opportunity-structure framework offers valuable insights for designing targeted strategies to improve the quality of public discourse and promote informed and constructive political engagement in diverse societies.

Shocking Experience: How Politicians’ Issue Strategies Are Shaped by an External Shock During Campaigns

In this article, we focus on how the issue strategies of political leaders are influenced by an external shock that completely changes the public agenda of the election campaign. The 2022 Hungarian parliamentary election campaign is a unique case to investigate this question, as Russia attacked Ukraine six weeks before the election day (April 3, 2022). The study aims to investigate whether the campaign’s issue strategies changed due to this shocking event, and if so, what are the main directions of the changes. The examination relies on a manual content analysis of Hungarian party leaders’ Facebook posts during the campaign, covering both the period before and after the outbreak of the war. First, based on the literature, we distinguish between different issue strategies such as issue ownership, issue stealing, “riding the wave,” and multi-issue and issue-poor strategies. We categorize political leaders’ issue strategies based on their issue focus before and after the external shock. Our results show that while war, economy, and foreign policy play a greater role in the communication of most political actors after February 24, there are remarkable differences between political actors. The communication of opposition party leaders seems to persist with their original issue strategies (issue-poor and multi-issue campaigns), while Viktor Orbán clearly changed his focus immediately after the invasion of Ukraine and ran a “riding the wave” campaign with a focus on war.

Facebook Campaigning in the 2019 and 2021 Canadian Federal Elections

Canada’s federal elections in 2019 and 2021 produced a similar outcome—a minority Liberal government. These back-to-back elections provide an ideal context to understand trends in digital campaigning strategies and assess how the pandemic influenced campaigns’ use of social media. We examine how the three leaders of the major parties used Facebook in 2019 (<em>n</em> = 712) compared to 2021 (<em>n</em> = 979). The Conservative leader O’Toole posted more frequently than other candidates in 2021, fitting with the equalization theory of digital campaigning. In 2019 and 2021, the incumbent prime minister, Trudeau, received the most user engagement on his Facebook posts despite calling a snap election during a pandemic and less than two years into his mandate. These findings support normalization theories of digital campaigning with evidence of an accumulating incumbent advantage. The Covid-19 pandemic sidelined attention to climate change. We argue that the Liberal government owned both issues; we expected Trudeau to have greater attention to and user engagement for these policy posts. In general, Facebook posts about the pandemic yielded greater user engagement than posts that did not mention the pandemic. Candidates tested new campaign strategies in 2021, particularly making calls to interact with them; these posts yielded higher user engagement than posts that did not include a call to interact. While candidates used new social media campaign strategies, voter turnout declined from 2019 to 2021. These findings have implications for other democratic systems and the future of digital campaigning.

The Same Views, the Same News? A 15-Country Study on News Sharing on Social Media by European Politicians

The Same Views, the Same News? A 15-Country Study on News Sharing on Social Media by European Politicians

Bored to death: Artificial Intelligence research reveals the role of boredom in suicide behavior.

Recent advancements in Artificial Intelligence (AI) contributed significantly to suicide assessment, however, our theoretical understanding of this complex behavior is still limited. This study aimed to harness AI methodologies to uncover hidden risk factors that trigger or aggravate suicide behaviors. The primary dataset included 228,052 Facebook postings by 1,006 users who completed the gold-standard Columbia Suicide Severity Rating Scale. This dataset was analyzed using a bottom-up research pipeline without a-priory hypotheses and its findings were validated using a top-down analysis of a new dataset. This secondary dataset included responses by 1,062 participants to the same suicide scale as well as to well-validated scales measuring depression and boredom. An almost fully automated, AI-guided research pipeline resulted in four Facebook topics that predicted the risk of suicide, of which the strongest predictor was boredom. A comprehensive literature review using APA PsycInfo revealed that boredom is rarely perceived as a unique risk factor of suicide. A complementing top-down path analysis of the secondary dataset uncovered an indirect relationship between boredom and suicide, which was mediated by depression. An equivalent mediated relationship was observed in the primary Facebook dataset as well. However, here, a direct relationship between boredom and suicide risk was also observed. Integrating AI methods allowed the discovery of an under-researched risk factor of suicide. The study signals boredom as a maladaptive 'ingredient' that might trigger suicide behaviors, regardless of depression. Further studies are recommended to direct clinicians' attention to this burdening, and sometimes existential experience.

Does information matter? Online discourse on the Yemenite children’s affair in Israel after release of archival documents

PurposeThis study evaluates how publicly available archival documents shaped online discussions about allegations that thousands of children were kidnapped during the 1950s in Israel, known as the Yemenite children’s affair. It examines if access to historical records leads to more informed and rational public discourse, especially on social media.Design/methodology/approachUsing content analysis, this study examines Facebook posts from media outlets, politicians, NGOs and public groups between 2016 and 2021 to understand how the Israeli State Archives’ release of over 300,000 documents affected support of the kidnapping.FindingsDespite extensive archival information debunking the kidnapping theory, public opinion and discourse largely continued to support it. This suggests a complex interaction between information availability, preexisting beliefs, echo chambers and group allegiances, suggesting that access to factual data alone may not effectively challenge established beliefs in online public settings.Research limitations/implicationsSince data were collected only from Facebook, our conclusions cannot be generalized to other platforms. The study relies only on publicly accessible data and does not establish causality between exposure to information and shifts in opinion. Our findings show that disclosing archival information does not significantly benefit public political discourse on contentious topics but also point to the advantages of mediating information by politicians, NGOs and journalists.Originality/valueAs a unique case study, this research contributes to understanding the role of historical archives in digital-age public discourse. It highlights their potential and limitations in facilitating informed debate and deliberation, emphasizing the complexity of influencing established beliefs with factual data.

The (Re)surgence of Sinophobia in the Australian Far-Right: Online Racism, Social Media, and the Weaponization of COVID-19

ABSTRACT In this article I critically examine the role of the Australian far-right in the racialisation of the COVID-19 pandemic. A Discourse-Historical Analysis of (n = 133) Facebook posts from Australia’s most prominent far-right populist party, Pauline Hanson’s One Nation, revealed a range of discursive strategies, linguistic and rhetorical devices, and multimodal semiotic practices were employed to scapegoat China and Chinese-Australians throughout the pandemic. The findings highlight the unique role played by the Australian far-right in the racialisation of the health crisis which engendered a wave of Sinophobic and anti-Asian racism on a global scale. This research furthers our empirical understanding of how crises are exploited by the far-right to advance their racial politics in the twenty-first century.

The pandemic crisis narrated by the populist radical right parties. The cases of the Lega per Salvini and the Rassemblement National

One of the characteristics of populist communication is the staging of crises. In particular, populist radical right parties (PRRPs) often communicate a sense of looming crisis by naming real or imagined threats. In light of the recent pandemic crisis, an event that disrupted the ordinary and opened a space for discursive competition, we aim to answer the following questions: what crisis narrative did PRRPs offer? Is it possible to identify a populist articulation in their crisis narratives? Were there differences from their own previous political discourses and the narratives of other similar PRRPs? We propose a qualitative analysis of Facebook posts made in 2020 by the leaders of the Lega per Salvini in Italy and the Rassemblement National in France, Matteo Salvini and Marine Le Pen. We show that the two leaders used a combination of two main strategies: distraction from the crisis by politicizing other issues and maximization of the crisis by identifying enemies and victims. Their crisis narratives had many similarities due to their shared membership of the PRR family and their competitive position as challenger parties but they also had differences that depend on their identity specific characteristics.

The experiences and needs of dog-‘owners’ affected by dog-theft

Abstract Objectives: Pet ‘ownership’ is empirically evidenced to improve mental and physical health, with research suggesting an anthropomorphic bond between ‘owners’ and dogs that equal familial relationships, including children. However, bereavement of dogs, and especially dog-theft, garner scarce interest, leaving a huge population to suffer disenfranchised grief unsupported. This study aims to validate the overlap of emotional value in familial and ‘owner’-dog relationships, and grief between dog-theft victims and those with missing loved ones. The study explores the needs of guardians suffering ambiguous loss, how they cope with it, and the role of social media in this process, to grow existing literature on the topic and guide psychological support resources. Design: Qualitative semi-structured interviews were conducted, and secondary data was collected from participants’ Facebook and Instagram posts. Methods: Four primary caregivers for their dog who had experienced dog-theft were recruited through social media. Hour-long interviews were conducted over Teams and social media posts were collated post informed consent. Audio recordings were transcribed, and primary and secondary data were separately analysed through a critical-realist onto-epistemological approach, using reflexive thematic analysis. Results: Five superordinate themes from primary data, and two from secondary were extracted that evidenced an anthropomorphic relationship and associated intensity of grief among victims of dog-theft. Correlations were found between grief and coping with missing loved ones and dogs, and additionally feelings of disenfranchisement. Social media is reported as safe and popular for expressing and processing complex emotions. Conclusions: Dog-theft is traumatic for guardians and causes suffering without knowledgeable support. Psychological research should aim to inform best-practice resources providing suitable help managing grief, social disenfranchisement, and other psychological or physiological consequences of this trauma.

Impact of the Covid-19 pandemic on audiology service delivery: Observational study of the role of social media in patient communication.

The Covid-19 pandemic has highlighted an era in hearing health care that necessitates a comprehensive rethinking of audiology service delivery. There has been a significant increase in the number of individuals with hearing loss who seek information online. An estimated 430 million individuals worldwide suffer from hearing loss, including 11 million in the United Kingdom. The objective of this study was to identify National Health Service (NHS) audiology service social media posts and understand how they were used to communicate service changes within audiology departments at the onset of the Covid-19 pandemic. Facebook and Twitter posts relating to audiology were extracted over a six week period (March 23 to April 30 2020) from the United Kingdom. We manually filtered the posts to remove those not directly linked to NHS audiology service communication. The extracted data was then geospatially mapped, and themes of interest were identified via a manual review. We also calculated interactions (likes, shares, comments) per post to determine the posts' efficacy. A total of 981 Facebook and 291 Twitter posts were initially mined using our keywords, and following filtration, 174 posts related to NHS audiology change of service were included for analysis. The results were then analysed geographically, along with an assessment of the interactions and sentiment analysis within the included posts. NHS Trusts and Boards should consider incorporating and promoting social media to communicate service changes. Users would be notified of service modifications in real-time, and different modalities could be used (e.g. videos), resulting in a more efficient service.

Images of protest in movement parties’ social media communication

This research investigates the strategic use of protest imagery on social media by movement parties, bridging the gap between protest and institutional politics. We apply a mixed-methods analysis of 9584 Facebook, Twitter, and Instagram image posts by seven movement parties between 2015 and 2021. We find that protest images frequently serve to amplify movement grievances. Yet, parties’ involvement with contentious protest forms undergoes temporal shifts, influenced mainly by their evolving positions within the polity. Moreover, parties’ engagement with protest images differs by country and ideological leaning. Movement parties on the Right express a conflictual position between supporting and delegitimizing different protests. Conversely, Left-leaning counterparts tend to support protest, yet veer toward deradicalization and emphasizing symbolism over disruptive tactics, once they become more institutionalized. This research highlights the intricate relationship between movement parties, protest, and visual narratives on social media, in light of the interplay between movements and institutional politics.

‘Post-fascism’, or how the far right talks about itself: the 2022 Italian election campaign as a case study

ABSTRACT While the mainstreaming of the far right is attracting growing scholarly interest based on its contemporary relevance, the role that far-right self-representation strategies play in this process has seen limited engagement. In this article, we argue that far-right actors employ a post-fascist logic to bring their ideas closer to the mainstream. This logic rests on a dual message, whereby they attempt to outwardly distance themselves from fascism while at the same time recontextualising fascist ideas. To explore these dynamics, we use a mixed-methods approach to discourse analysis to examine far-right social media posts during the 2022 Italian general election. Taking all Facebook, Instagram and Twitter posts during the official campaigning period from the party and leader accounts of Lega per Salvini Premier and Fratelli d’Italia, we explored articulations of the post-fascist dyad within this context. Our findings underscore how both far-right parties ridiculed accusations of fascism and depicted themselves as ‘centre-right’, yet they commonly used fascist dog-whistles and violent anti-immigration discourse to construct a broader conspiracy narrative and portray themselves as Italy's saviour. While Italy proves a paradigmatic case, this research has wider implications for the need to explore the relationship between self-representation and mainstreaming.

Digital recruitment and compliance to treatment recommendations in the Norwegian Atrial Fibrillation self-screening pilot study.

Atrial fibrillation (AF) is prevalent, undiagnosed in approximately one-third of cases, and is associated with severe complications. Guidelines recommend screening individuals at increased risk of stroke. This report evaluated the digital recruitment procedure and compliance with the follow-up recommendations in participants with screen-detected AF in the Norwegian Atrial Fibrillation self-screening pilot study. Norwegians ≥65 years were invited through Facebooks posts, web pages, and newspapers to participate in the study. Targeted Facebook posts promoted over 11 days reached 84 208 users and 10 582 visitors to the study homepage. This accounted for 51% of the total homepage visitors (n = 20 704). A total of 2118 (10%) of the homepage visitors provided digital consent to participate after they met the inclusion criteria. The mean (standard deviation) age of the participants was 70 (4) years, and the majority [n = 1569 (74%)] were women. A total of 1849 (87%) participants completed the electrocardiogram self-screening test, identifying AF in 41 (2.2%) individuals. Of these, 39 (95%) participants consulted a general practitioner, and 34 (83%) participants initiated anticoagulation therapy. Digital recruitment and inclusion in digital AF screening with a high rate of initiation of anticoagulation therapy in AF positive screening cases are feasible. However, digital recruitment and inclusion may introduce selection bias with regard to age and gender. Larger studies are needed to determine the efficacy and cost-effectiveness of a fully digital AF screening. Clinical trials: NCT04700865.

Be Direct! Restaurant Social Media Posts to Drive Customer Engagement in Times of Crisis and Beyond

Restaurants were significantly shaken by the COVID-19 pandemic, which forced them to intensify their use of social media to communicate with customers. Our objective was to identify which digital marketing strategies generated higher customer engagement during the pandemic, according to variations in the intensity of sanitary restrictions. We manually extracted 639 Facebook posts by 16 restaurants in two Canadian cities (one in a metropolitan area, one in a peripheral region), and coded them according to type of verbal move, format (image, text), and emoji use. The engagement rate was two times higher for restaurants in the metropolitan area, which also used three times more emojis per post on average. The engagement rate was also five times higher for nationally branded restaurants than for independent restaurants. When the pandemic hit, restaurants started to use more text and more directive verbal moves to convey crucial and precise information to customers, notably about sanitary restrictions. Emojis and expressive verbal moves also helped increase customer engagement. While being direct was more efficient in times of crisis, directive verbal moves continued to be used after most sanitary restrictions were lifted. Being direct, thus, appears to be a good digital marketing strategy in the “new normal”.

Online polarization and identity politics: An analysis of Facebook discourse on Muslim and LGBTQ+ communities in Finland

AbstractThis study employs a mixed‐methods approach to investigate the nature of Facebook posts related to Muslims and LGBTQ+ individuals in Finland, spanning a period of 4 years. Through the use of the CrowdTangle platform, the researchers extracted and analyzed Facebook posts that encompassed predetermined keywords indicative of potential hate speech. The findings underscored divergent patterns of engagement and sentiment toward these two groups, with implications for the different levels of societal acceptance and tolerance exhibited. Posts related to Muslims typically elicited controversy and were often depicted as threats, whereas posts about the LGBTQ+ community generally advocated for inclusivity. However, persistent negative stereotypes about the LGBTQ+ community were also evident. The analysis also brought to light how political parties strategically used these discourses to steer conversations, consolidate their ideological positions, and mobilize their respective supporters. Grounded in the social identity theory, this study sheds light on the complex dynamics of online political discourse, revealing its far‐reaching impacts on societal attitudes, intergroup relations, and formation of group identities. The nuanced understanding derived from these observations suggests that interventions fostering healthier public discussions on social media platforms could contribute significantly to combating societal division, prejudice, and bias. This research underscores the importance of scrutinizing online discourses to address issues of societal cohesion and social acceptance.

Politics of the gut: comparative content analysis of Australian political Facebook posts using authenticity and populist frameworks

ABSTRACT Leading to Australia’s 2019 Federal election, then-Prime Minister, Scott Morrison, drew attention for posting images of him making family dinners on Facebook. These ‘curry night’ posts became the subject of media banter as he publicly cultivated his ‘daggy-dad’ persona. Assuming this behaviour was strategic, questions arise as to why. This paper considers theories of irrational appeals in political communication to interpret this behaviour. In doing so, it clarifies and operationalises ‘politics of the gut’, a nexus between populist politics and mediated authenticity. This paper tracks authenticity and populist appeals from Australian politicians on Facebook and gauges their efficacy by contrasting randomised and high-engagement samples. Results show these appeals were widespread but differed in configuration between candidates. Furthermore, during the sampled period, authenticity demonstrated increased engagement from users while populist appeals received decreased engagement, offering new perspectives on the efficacy of these communication styles on Facebook.

A corpus-based study of word-formation creativity in Facebook Philippine English

<span lang="EN-US">This paper is a study of English as a second language (ESL) teachers’ and students’ newly coined Facebook (FB) lexical items and expressions. It presents sample FB Philippine English (PhilE) words found in ESL teachers’ and students’ FB posts and messages and the formation mechanisms evident in the lexical items. The lexical items are culled from the researchers-built 50,000-word corpus of FB and FB Messenger conversations posted and sent by the mentioned texts’ contributors from the last quarter of 2016 to 2022. The PhilE neologisms are identified from their surrounding English lexical items and analyzed based on a proposed framework for PhilE word-formation processes, and ESL Englishes well-motivated innovations and criteria in standardizing its usages. Data analysis reveals over a hundred PhilE lexical items that are coined through the analytical frameworks used with the present paper’s additional proposed processes for FB lexical formation, hypocoristic extension, and anagrammatic transposition or backward spelling. The lexical items, in general, are colloquial, marking the informality of the FB PhilE register, although written in English. In terms of lexicon, it is advanced that FB English in the country is a variety of Internet PhilE, which should be taught in Sociolinguistics and ESL classrooms.</span>