Who polarizes Twitter? Ideological polarization, partisan groups and strategic networked campaigning on Twitter during the 2017 and 2021 German Federal elections 'Bundestagswahlen'

Abstract

Political campaign activities are increasingly digital. A crucial part of digital campaigning is communication efforts on social media platforms. As a forum for political discourse and political communication, parties and candidates on Twitter share public messages and aim to attract media attention and persuade voters. Party or prominent candidate hashtags are a central element of the campaign communication strategy since journalists and citizens search for these hashtags to follow the current debate concerning the hashed party or political candidate. Political elites and partisans use social media strategically, e.g., to link their messages to a broader debate, increase the visibility of messages, criticize other parties, or take over their hashtags (hashjacking). This study investigates the cases of the most recent 2017 and 2021 German federal elections called 'Bundestagswahlen'. The investigation (1) identifies communities of partisans in retweet networks in order to analyze the polarization of the most prominent hashtags of parties, 2) assesses the political behavior by partisan groups that amplify messages by political elites in these party networks, and 3) examines the polarization and strategic behavior of the identified partisan groups in the broader election hashtag debates using #BTW17 and #BTW21 as the prominent hashtags of the 2017 and 2021 elections. While in 2017, the far-right party 'Alternative für Deutschland' (AfD) and its partisans are in an isolated community, in 2021, they are part of the same community as the official party accounts of established conservative and liberal parties. This broader polarization may indicate changes in the political ideology of these actors. While the overall activity of political elites and partisans increased between 2017 and 2021, AfD politicians and partisans are more likely to use other party hashtags, which resulted in the polarization of the observed parts of the German political twitter sphere. While in 2017, the AfD polarized German Twitter, 2021 shows a broader division along the classical left–right divide.