Tonality in campaign communication on Facebook as drivers of
divergent users' engagement in Czechia

k 2022

Tonality in campaign communication on Facebook as drivers of divergent users' engagement in Czechia

MACKOVÁ, Alena a Martina NOVOTNÁ

Základní údaje

Originální název

Tonality in campaign communication on Facebook as drivers of divergent users' engagement in Czechia

Autoři

MACKOVÁ, Alena a Martina NOVOTNÁ

Vydání

Political Communication Research in Central and Eastern Europe, 2022

Další údaje

Jazyk

angličtina

Typ výsledku

Prezentace na konferencích

Utajení

není předmětem státního či obchodního tajemství

Organizační jednotka

Fakulta sociálních studií

Klíčová slova anglicky

Facebook, political communication, election campaign, attacks, acclaims, populist communication, emotions

Příznaky

Recenzováno

Změněno: 6. 1. 2023 13:19, Mgr. Martina Novotná, Ph.D.

Anotace

V originále

When it comes to campaigning on social networking sites, the political communication tends to be rather one-sided and only few political actors can attract significant attention of users. Research shows that populists politicians are particularly good in reaching broader audiences and stimulating engagement with the content. Research also shows that citizens pay more attention to negative content and tend to engage with such content more, because negative tonality, often used in populist communication, can trigger negative feelings, and thus increase users’ engagement. However, significantly less evidence is present about the effects of positive tonality and positive emotions on users’ engagement. Our study focuses on both negative (like negative tonality and attacking of opponents) and positive (like personalized communication, acclaiming statements) content elements in the political campaign during the Czech national elections in 2021 as the possible predictors of users’ engagement. Besides the content predictors, we also access the Facebook pages/profiles characteristics as the profile outreach and type, focusing on the distinctions among pages of leaders and parties. Additionally, we explore how different tonality of posts drives different types of users' engagement and reactions. To do so, we apply the content analysis method, and we analyse Facebook posts from seven political leaders and seven relevant parties (and coalition) collected during the 30 days before the elections via CrowdTangle (n = 1470). Our analysis will be completed by the time of conference.

Návaznosti

GA19-24724S, projekt VaV

Název: Politická polarizace v České republice: Případ vícestranického systému

Investor: Grantová agentura ČR, Politická polarizace v České republice: Případ vícestranického systému

MUNI/A/1503/2021, interní kód MU

Název: Současné problémy výzkumu médií a jejich publik II

Investor: Masarykova univerzita, Současné problémy výzkumu médií a jejich publik II

Citovat

MACKOVÁ, Alena a Martina NOVOTNÁ. Tonality in campaign communication on Facebook as drivers of divergent users' engagement in Czechia. In Political Communication Research in Central and Eastern Europe. 2022.

@proceedings{2244048,
   author = {Macková, Alena and Novotná, Martina},
   booktitle = {Political Communication Research in Central and Eastern Europe},
   keywords = {Facebook, political communication, election campaign, attacks, acclaims, populist communication, emotions},
   language = {eng},
   title = {Tonality in campaign communication on Facebook as drivers of divergent users' engagement in Czechia},
   year = {2022}
}

TY  - CONF
ID  - 2244048
AU  - Macková, Alena - Novotná, Martina
PY  - 2022
TI  - Tonality in campaign communication on Facebook as drivers of divergent users' engagement in Czechia
KW  - Facebook, political communication, election campaign, attacks, acclaims, populist communication, emotions
N2  - When it comes to campaigning on social networking sites, the political communication tends to be rather one-sided and only few political actors can attract significant attention of users. Research shows that populists politicians are particularly good in reaching broader audiences and stimulating engagement with the content. Research also shows that citizens pay more attention to negative content and tend to engage with such content more, because negative tonality, often used in populist communication, can trigger negative feelings, and thus increase users’ engagement. However, significantly less evidence is present about the effects of positive tonality and positive emotions on users’ engagement. Our study focuses on both negative (like negative tonality and attacking of opponents) and positive (like personalized communication, acclaiming statements) content elements in the political campaign during the Czech national elections in 2021 as the possible predictors of users’ engagement. Besides the content predictors, we also access the Facebook pages/profiles characteristics as the profile outreach and type, focusing on the distinctions among pages of leaders and parties. Additionally, we explore how different tonality of posts drives different types of users' engagement and reactions. To do so, we apply the content analysis method, and we analyse Facebook posts from seven political leaders and seven relevant parties (and coalition) collected during the 30 days before the elections via CrowdTangle (n = 1470). Our analysis will be completed by the time of conference.
ER  -

MACKOVÁ, Alena a Martina NOVOTNÁ. Tonality in campaign communication on Facebook as drivers of divergent users' engagement in Czechia. In \textit{Political Communication Research in Central and Eastern Europe}. 2022.

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