This article presents and adopts a new definition of the popularization of political communication, which is defined as a strategic communicative action through which political actors try to create new connections with those citizens who do not still know, follow and support them and to emotionally strengthen the political bond with their current sympathizers. Second, a comparative analysis of the Facebook pages of the main political leaders of 31 countries shows that the popularization of political communication is a relevant phenomenon on Facebook, while a qualitative comparative analysis (QCA) indicates that the presence of a presidential system, a high digitalization of the media system, and a high level of trust in political institutions are three sufficient conditions for a "pop" communication on Facebook. Finally, the article identifies and discusses its main properties and development under the current hybrid media system.

The Popularization of Political Communication : A New Definition, Its Drivers on Facebook, Its Properties Under the Current Hybrid Media System / D. Ceccobelli. - In: INTERNATIONAL JOURNAL OF E-POLITICS. - ISSN 1947-9131. - 10:1(2019), pp. 12-34. [10.4018/IJEP.2019010102]

The Popularization of Political Communication : A New Definition, Its Drivers on Facebook, Its Properties Under the Current Hybrid Media System

D. Ceccobelli
2019

Abstract

This article presents and adopts a new definition of the popularization of political communication, which is defined as a strategic communicative action through which political actors try to create new connections with those citizens who do not still know, follow and support them and to emotionally strengthen the political bond with their current sympathizers. Second, a comparative analysis of the Facebook pages of the main political leaders of 31 countries shows that the popularization of political communication is a relevant phenomenon on Facebook, while a qualitative comparative analysis (QCA) indicates that the presence of a presidential system, a high digitalization of the media system, and a high level of trust in political institutions are three sufficient conditions for a "pop" communication on Facebook. Finally, the article identifies and discusses its main properties and development under the current hybrid media system.
Facebook; Political Leaders; Popularization Of Political Communication; QCA; Social Media
Settore SPS/08 - Sociologia dei Processi Culturali e Comunicativi
Article (author)
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/891403
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