Digital Lobbying: How Digital Transformation and Social Networks affect lobbying in Germany

Abstract

Digital transformation affects the economy and society - and thus also politics. Especially social networks and the continuous availability through smartphones have led to a new quality of information exchange as well as placing demands on politics. Politicians and political institutions increasingly use social networking channels; hence, political communication is changing. Consequently, lobbyists have also responded to these changes, increasingly tapping into digital communication channels such as Twitter, Facebook and the like. Before this background this study provides insights on the effects of digital transformation and especially social networks on lobbying gathered from 15 interviews and seven focus groups with lobbyists and political decision makers in Germany. Results indicate, that lobbyists adapt their strategies in a digital setting towards more transparency and public opinion-oriented frames due to the social network. Thereby, the communication direction changes due to the public´s growing importance in a digital setting which is presented in a model that demonstrates the communication process between the actors. Accordingly, the importance to understand digital lobbying further in order to provide implications for theory and practice increases.