Abstract
During presidential campaigns, party members often operate Facebook pages or groups concurrently with the official communications of their respective political parties. However, there is limited evidence regarding the true motivations of these partisans, and how their efforts supplement the online strategies of the parties. Our study is based on interviews conducted with party members who ran Facebook pages to support a candidate during the 2022 French presidential campaign. It sheds light on how they managed their Facebook pages, often autonomously, to serve as supplementary tools to their grassroots tactics and ultimately to bring the campaign closer to the voters. This finding highlights the emergence of a hybrid model of online campaign organization, the partisan-managed campaigning model, which challenges both the traditional top-down model, in which the campaign is managed by the central party, and the more recent citizen-initiated campaign model.
Supplementary Material
This article contains supplementary material (https://doi.org/10.1515/commun-2022-0106).
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© 2024 Walter de Gruyter GmbH, Berlin/Boston
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Artikel in diesem Heft
- Titelseiten
- Articles
- Editorial 2025: A jubilee year for Communications
- “It’s not us, it’s the government”: Perceptions of a national minority of their representations in the mainstream media during a global pandemic – the case of Israeli Arabs and COVID-19
- Mapping environment-focused social media, audiovisual media and art, in Sweden: How a diversity of voices and issues is combined with ideological homogeneity
- A normative perspective on information avoidance behaviors: Separating various types of avoidance-related norms
- From “screen time” to screen times: Measuring the temporality of media use in the messy reality of family life
- Bringing the campaign closer to the voters: Facebook in partisan-managed campaigning in France
- Sociotechnical infrastructuring for digital participation in rural development: A survey of public administrators in Germany
- The discursive construction of a news event: Access and legitimation in the media framing of an escalated anti-asylum protest in Belgium
- The contextual interplay between advertising and online disinformation: How brands suffer from and amplify deceptive content
- Book reviews
- Klingelhöfer, J. (2023). The power of crisis communication: A qualitative study of the establishment of a scientific field. Springer, 235 pp.
- Balbi, G. (2023). The digital revolution: A short history of an ideology (B. McClellan-Broussard, Trans.). Oxford University Press, 159 pp.
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