liking strategy of political parties
TRANSCRIPT
Philosophische Fakultät, Institut für Kommunikationswissenschaft, Lehrstuhl II
Liking strategies of the German political parties
Yulia Lukashina
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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.
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Political parties in the public space
Facebook pages are a part of the common communication strategy«likes» are strategical choicesmoderation is strategicalRQs: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?
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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”?)
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Political spectrum
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die Grünen
die Linke
Piraten die SPD die FDP die CSU/CDU die NPD
left centrist right
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Parties
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Name Founded in Bundestag Cancellors
die SPD 18633
die CSU/CDU (Union) 19455
die FDP 19481
die NPD 1964 no0
Bündnis90/die Grünen 1980
0
die Piraten 2006 no0
die Linke 20070
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Research design and methods
Netvizz, Gephi, open coding, axial coding, SNA, comparison of the network structures
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Findings:types of interliked networks
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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
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Die SPD
(interlikes vs timelines)
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Die Union (die CSU)
(interlikes vs timelines)
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Die Union (die CDU)
(interlikes vs timelines)
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Die FDP
(interlikes vs timelines)
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Die Piraten
(interlikes vs timelines)
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Die Linke
(interlikes vs timelines)
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Die NPD
(interlikes vs timelines)
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Timelines/Discussion threads
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Users’ engagement
Users’ polarization
Radical left
Radical right
Centrist to moderate right
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Thank you for your attention!
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