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Palgrave Macmillan

Campaigning on Facebook in the 2019 European Parliament Election

Informing, Interacting with, and Mobilising Voters

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  • © 2021

Overview

Editors:
  1. Jörg Haßler

    1. Department of Media and Communication, Ludwig Maximilian University of Munich, Munich, Germany

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  2. Melanie Magin

    1. Department of Sociology and Political Science, Norwegian University of Science and Technology (NTNU), Trondheim, Norway

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  3. Uta Russmann

    1. Department of Communication, FHWien der WKW University of Applied Sciences for Management & Communication, Vienna, Austria

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  4. Vicente Fenoll

    1. Department of Language Theory and Communication Science, University of Valencia, Valencia, Spain

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  • Provides much-needed empirical evidence for how national parties campaign on Facebook during EU elections
  • Compares the findings of national case studies and integrates these into an overarching assessment of European campaigning on Facebook
  • Contextualizes the 2019 campaign within the broader literature on European campaigns

Part of the book series: Political Campaigning and Communication (PCC)

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Table of contents (19 chapters)

  1. Front Matter

    Pages i-xvii
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  3. The European Election Campaign 2019 in 12 European Countries: Country Analyses

    1. Front Matter

      Pages 53-53
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    2. With Greetings from Ibiza: The 2019 EP Election in Austria

      • Uta Russmann
      Pages 55-68

    3. A Day Off During the 2019 Folketing Election Campaign: Political Parties’ Use of Facebook in the EP Election in Denmark

      • Melanie Magin, David Nicolas Hopmann
      Pages 69-85

    4. France: Parties’ Communication Strategies After the 2017 Earthquake

      • Peter Maurer, Sébastien Béllanger
      Pages 87-102

    5. European Issues, but National Campaigning of German Parties

      • Katharina Schlosser, Anna-Katharina Wurst, Jörg Haßler, Simon Kruschinski
      Pages 103-117

    6. Same Strategy, but Different Content. Hungarian Parties’ Facebook Campaign During the 2019 EP Election

      • Márton Bene, Xénia Farkas, Krisztina Burai
      Pages 119-134

    7. When Nothing Happened but Much Changed: How Political Parties in Ireland Used Facebook in the 2019 EP Election Campaign

      • Melanie Magin, Marius G. Vigen
      Pages 135-150

    8. The 2019 EP Election in Italy: A ‘Titanic’ Victory for Salvini’s League

      • Andrea Ceron, Margherita Bordignon, Giovanni Pagano
      Pages 151-168

    9. It Is Only a Drill: The 2019 EP Election Campaign on Facebook in Poland as a Testing Ground Before the Autumn Parliamentary Elections

      • Paweł Baranowski
      Pages 169-185

    10. Romania: Internal Affairs Set the Agenda of the 2019 EP Election Campaign

      • Delia Cristina Balaban, Mihnea S. Stoica, Meda Mucundorfeanu
      Pages 187-200

    11. Spain and Facebook in the 2019 EP Election Campaign

      • Vicente Fenoll
      Pages 201-215

    12. Sceptical Sweden: Right-Wingers Dominate, Traditional Campaigning Permeates During the 2019 EP Election

      • Anders Olof Larsson
      Pages 217-231

    13. The UK: The Post-Brexit, Ghost Election

      • Darren G. Lilleker, Daniel Jackson, Anastasia Veneti
      Pages 233-248

  4. The European Election Campaign 2019 in 12 European Countries: Focused Analyses

    1. Front Matter

      Pages 249-249
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    2. European Party Groups: Transnational Continuation or Complement of European National Parties?

      • Anna-Katharina Wurst, Katharina Schlosser, Jörg Haßler
      Pages 251-265
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Keywords

About this book

This book investigates how political parties from 12 European countries used Facebook to inform, interact with and mobilise voters at the 2019 European Parliament election. Following a joint theoretical framework and method, the results of a content analysis of more than 14,000 Facebook posts are presented. Country specific chapters are followed by analyses of European parties’ Facebook campaigning, the spread of populism and the use of Facebook ads by the parties. The final chapter compares all countries showing that campaigns are more strongly shaped by the national than by the European political context. Facebook is used for campaigning as usual; parties inform and persuade but neglect the platform’s mobilisation and particularly interactive affordances.

Editors and Affiliations

  • Department of Media and Communication, Ludwig Maximilian University of Munich, Munich, Germany

    Jörg Haßler

  • Department of Sociology and Political Science, Norwegian University of Science and Technology (NTNU), Trondheim, Norway

    Melanie Magin

  • Department of Communication, FHWien der WKW University of Applied Sciences for Management & Communication, Vienna, Austria

    Uta Russmann

  • Department of Language Theory and Communication Science, University of Valencia, Valencia, Spain

    Vicente Fenoll

About the editors

Jörg Haßler is Head of the junior research group “Digital Democratic Mobilization in Hybrid Media Systems” at LMU Munich, Germany.


Melanie Magin is Associate Professor at the Norwegian University of Science and Technology (NTNU), Trondheim, Norway.


Uta Russmann is Professor at the FHWien der WKW University of Applied Sciences of Management & Communication, Austria.


Vicente Fenoll is Associate Professor at the University of Valencia, Spain.


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