Strategische politische Kommunikation auf Social Media

Eine empirische Inhalts- und Performanceanalyse zur Landtagswahl 2026 in Baden-Württemberg.

von Pascal Schejnoha

30 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

Political communication is undergoing a structural transformation driven by digitalization and the growing importance of social media, which have become a primary interface to the political public sphere for large parts of the population and especially for younger age groups. Platform logics and algorithmic visibility increasingly shape what becomes visible, while the strategic use of social media in campaigning requires a growing degree of professionalization that varies considerably between political actors. Existing research is dominated by national campaigns and party-centred communication, whereas the decentralized, candidate-level communication that is characteristic of regional and federal elections remains comparatively underexamined. This study analyses the political social-media communication of candidates in the 2026 Baden-Wuerttemberg state election on Instagram and TikTok during the campaign period from 1 January to 8 March 2026. It does not understand itself as an effects analysis in the sense of causal claims about voting decisions, but as an empirical stocktaking and comparative analysis of communicative practices. A further aim is to relate the theoretical concepts of modern political communication - personalization, professionalization and visualization - to concrete, observable communication practices at the candidate level. The study follows an empirical mixed-methods design that combines quantitative and qualitative approaches sequentially within a two-level structure. Level A is a descriptive full census of all 351 candidates of the five parties represented in the 17th legislative period of the Baden-Wuerttemberg state parliament (Greens, CDU, AfD, FDP, SPD), covering profile presence, posting activity, followers and aggregated interaction metrics across all 18,733 pub-licly visible posts published by these candidates during the campaign period (the study population). Level B is a systematic content analysis of 997 posts from 25 profiles selected via a combined, z-standardized performance score, coded along the three analytical blocks of personalization, professionalization and visualization.

• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb Public Relations
• ISBN: 9783696793142
• Sprache: Deutsch
• Erscheinungsdatum: 04.11.2026
• Größe: 29.7 x 21 cm
• Verlag: BoD – Books on Demand
• Herausgegeben von: Yonca Limon-Calisan