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

Abstract

Political actors are adapting their communication styles to the network media logic of social media platforms with varying success. This study investigates the communication styles used during the Swiss national election 2015 and their success in triggering digital reactions. In a quantitative content analysis of the “top 20” most reacted to messages on Facebook (n = 2170) and Twitter (N = 1796) of 246 Swiss parliamentarians and 11 parties we analyzed the impact of a pseudo-discursive, mobilizing, emotional and entertaining communicat Show more