Skoči na glavni sadržaj

Izvorni znanstveni članak

https://doi.org/10.20901/ms.11.22.1

Emotionalization and Privatization of Political Communication on Facebook: Stimulating Factors for Citizens’ Interactions?

Milica Vučković ; Fakultet političkih znanosti u Zagrebu
Tanja Oblak Črnič ; Fakultet društvenih znanosti, Sveučilište u Ljubljani


Puni tekst: engleski pdf 637 Kb

str. 3-23

preuzimanja: 260

citiraj


Sažetak

Social media are usually accused of being one of the major forces for personalization of ‏political communication and consequently for depolitization of recent politics. However, personalization ‏seems to stimulate certain users to pay more attention to political issues and to act more responsively to ‏such highly personalized political profiles. This article presents the results of a longitudinal analysis of ‏online presence of Barack Obama to assess his political communication through Facebook. It also answers ‏if presence of emotional appeals and private life cues in the posts have any effect on users’ responses in‏ terms of numbers of their likes, comments and shares. Based on a quantitative analysis of 2804 Facebook ‏posts, published in the period from 2008 to 2016, the results of content analysis revealed that Obama ‏used his Facebook fan page almost exclusively to communicate about political issues instead of his ‏personal life. The analysis also confirmed that a smaller number of posts, which contained emotional ‏appeals or cues from private life had significantly higher numbers of users’ responses than posts that ‏were not emotionalized or privatized. While personalization of Obama’s political figure is part of a wider‏ debate, this study confirms that the presence of private cues and emotional appeals stimulates greater‏ responsiveness from Facebook users.‏

Ključne riječi

personalization, emotionalization, social media, Barack Obama, content analysis, Facebook

Hrčak ID:

253368

URI

https://hrcak.srce.hr/253368

Podaci na drugim jezicima: hrvatski

Posjeta: 664 *