Systemische und organisationale Strukturen als Determinanten der Bedeutung der persönlichen Website: Ein Vergleich von Parteien im Schweizer Nationalratswahlkampf 2011

Followers, Spread the Message! Predicting the Success of Swiss Politicians on Facebook and Twitter

“…Therefore, social media platforms are very appealing to them. A survey of Swiss political actors showed that Facebook and Twitter are of growing importance (Brändli & Wassmer, 2014), for example, political actors’ adoption rates of Twitter steadily rose from 2.5% in 2009 to 13.5% in 2011 to 34% in 2013 (Rauchfleisch & Metag, 2016, p. 2422). In our data collection of 2015, 108 (44%) of the 246 members of Swiss parliament used Twitter and 63 parliamentarians (26%) used Facebook pages.…”

“…It is not that they do not know about the potential for deliberation on these platforms. In interviews, they explicitly talk about this potential and their intention to engage in discussions with citizens on these platforms (Brändli & Wassmer, 2014; Enli & Skogerbø, 2013). They integrate these remarks about the potential of the Internet and social media, the so-called cyber-rhetoric (Jungherr, 2016; Kreiss, 2011; Stromer-Galley, 2014), into their communication.…”

“…The social media performance of most political actors on social media platforms cannot be called a success story. In interviews, they glorify the interactive potential of these platforms and promise to exploit it intensively in the near future (Brändli & Wassmer, 2014;Enli & Skogerbø, 2013), yet that is mostly what can be called cyber-rhetoric (Jungherr, 2016;Kreiss, 2011;Stromer-Galley, 2014). Instead, political actors use these Web 2.0 platforms to disseminate information in a Web 1.0 style, in what has been labeled a "Web 1.5" way of using these platforms (Jackson & Lilleker, 2009).…”

Pseudo-discursive, mobilizing, emotional, and entertaining: identifying four successful communication styles of political actors on social media during the 2015 Swiss national elections

“…However, we assume that these foreigners are less likely to be among the followers and friends of Swiss political actors than their Swiss neighbors are and, more importantly, that Swiss political actors tailor their communication to the potential voters among their followers and friends. In fact, Swiss political actors consider these platforms to be increasingly important (Brändli & Wassmer, 2014). The country's political system of direct democracy leads to multiple referenda per year, encouraging permanent campaigning by political actors for which social media are a convenient, cheap, and useful tool to be close to voters continuously.…”