Liking strategy of political parties

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Liking strategy of political parties

  1. 1. Philosophische Fakultät, Institut für Kommunikationswissenschaft, Lehrstuhl II Liking strategies of the German political parties Yulia Lukashina
  2. 2. Liking strategies Folie Nr. 2 von XYZ Facebook politics: online strategy • External: placement in the interlikes networks • Internal: sustaine a lively discussion on the page • Inspiration : Dr. Jasmin Siri & Katharina Seßler, Dipl. Soz. (2013). “Twitterpolitik. Politische Inszenierungen in einem neuen Medium“. Institut für Medien- und Kommunikationspolitik. 10.07.13
  3. 3. Liking strategies Folie Nr. 3 von XYZ Political parties in the public space Facebook pages are a part of the common communication strategy «likes» are strategical choices moderation is strategical RQs: How do particular characteristics of a party influence the characteristics of its Facebook network? How do particular characteristics of a party influence structures of online discussions? 10.07.13
  4. 4. Liking strategies Folie Nr. 4 von XYZ Other influential points Independent variables: -year of the foundation -ideology (radicalisation degree) Hypothesis: •stable offline network which goes online, •online presence as compensation, •or weak offline  weak online? Dependent variables: •network size – parties’ supporters •density – how close are they to each other •betweeness centrality (the party is a clear center of its Facebook network) Correlation between interlikes networks and discussion networks (Netvizz data “Posts by users and page”?) 10.07.13
  5. 5. Liking strategies Folie Nr. 5 von XYZ Political spectrum 10.07.13 die Grünen die Linke Piraten die SPD die FDP die CSU/CDU die NPD left centrist right
  6. 6. Liking strategies Folie Nr. 6 von XYZ Parties 10.07.13 Name Founded in Bundestag Cancellors die SPD 1863 3 die CSU/CDU (Union) 1945 5 die FDP 1948 1 die NPD 1964 no 0 Bündnis90/die Grünen 1980 0 die Piraten 2006 no 0 die Linke 2007 0
  7. 7. Liking strategies Folie Nr. 7 von XYZ Research design and methods Netvizz, Gephi, open coding, axial coding, SNA, comparison of the network structures 10.07.13
  8. 8. Liking strategies Folie Nr. 8 von XYZ Findings: types of interliked networks 10.07.13 young old left right Middle sized and middle dense Other factors: -exclusion from the main political discourse (middle sized dense nets) Liking strategies influence timeline discussions! Biggest and loose Smallest and densest Biggest and loosest Middle sized and dense Middle sized and loose Small and middle dense
  9. 9. Liking strategies Folie Nr. 9 von XYZ Die SPD (interlikes vs timelines) 10.07.13
  10. 10. Liking strategies Folie Nr. 10 von XYZ Die Union (die CSU) (interlikes vs timelines) 10.07.13
  11. 11. Liking strategies Folie Nr. 11 von XYZ Die Union (die CDU) (interlikes vs timelines) 10.07.13
  12. 12. Liking strategies Folie Nr. 12 von XYZ Die FDP (interlikes vs timelines) 10.07.13
  13. 13. Liking strategies Folie Nr. 13 von XYZ Die Piraten (interlikes vs timelines) 10.07.13
  14. 14. Liking strategies Folie Nr. 14 von XYZ Die Linke (interlikes vs timelines) 10.07.13
  15. 15. Liking strategies Folie Nr. 15 von XYZ Die NPD (interlikes vs timelines) 10.07.13
  16. 16. Liking strategies Folie Nr. 16 von XYZ Timelines/Discussion threads 10.07.13 Users’ engagement Users’ polarization Radical left Radical right Centrist to moderate right
  17. 17. Liking strategies Folie Nr. 17 von XYZ Thank you for your attention! 10.07.13

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