Campaign American Style? Facebook Activity of Presidential Candidates in Poland before 2015 Election


The Barack Obama presidential campaign of 2008 was the first of its kind to use social media in a positive and efficient manor. What was a new phenomenon back then, today seems to be standard protocol. In Poland the leading social network is Facebook used by 59% of internauts every day. The paper is part of the research conducted at The Department of Communication Studies, UCLA, US within the Kosciuszko Foundation's Exchange Programme. It is focused on four candidates to Polish presidency: Bronislaw Komorowski – the current president of Poland, Andrzej Duda – candidate of the main opposition party, Magdalena Ogorek – former tv presenter supported by left wing and Anna Grodzka – transgendered politician backed by Green Party. The paper aims to explore their use of Facebook for political communication before the 2015 election. The content analysis provides the answers to the following questions: 1. What is the candidates’ platform for Facebook communication? Is it a profile or a page? Are the posts published in 1st or 3rd person? Who is the profile designed for? 2. What is the content? Is Facebook treated as a separate medium or as a platform to promote candidates’ activity in traditional media? Has the content changed since they officially became presidential candidates? What kind of posts do they usually publish (text, video, photos, links to other social media/web pages)? 3. What is the feedback? Who are the people who like and comment on the posts? Are there mainly positive or negative reactions?

Author Information
Alicja Fijalkowska, University of Warsaw, Poland

Paper Information
Conference: EuroMedia2015
Stream: Political Communication and Satire

This paper is part of the EuroMedia2015 Conference Proceedings (View)
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Posted by James Alexander Gordon