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  • The paper focuses on the intertwined role of citizens as producers and consumers of political social media messages, elaborating on the question whether personalized or privatized tweets predominate and gain more attention in the online sphere than non-personalized messages. Furthermore, we examine whether major campaign events such as televised debates increase the relevance of personalized and privatized messages in the course of an electoral campaign. Scholars assume that personalization will remain the central feature of political communication in the 21st century, and especially social media are suspicious of further promoting the relevance of non-political features. To clarify whether personalization of political communication is boosted by social media, in the context of the 2013 German national election campaign a content analysis of more than 2000 tweets was conducted; we investigate (1) whether candidates and private details of politicians play a more important role in Twitter communication in comparison to political issues (2) whether major campaign events like televised debates lead to an even stronger personalization of online communication and (3) whether personalized and privatized tweets gain more attention than non-personalized tweets. Findings indicate that personalization plays an important role in social media: messages including personalized information gain more attention in the online sphere, and the amount of personalized messaged is even increased by strategic campaign events. (xsd:string)
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  • 4. Fassung, Februar 2015 (xsd:gyear)
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  • 2014 (xsd:gyear)
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  • 2014 (xsd:gyear)
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  • Personalizing Twitter – the personalization of political online communication in the German election campaigns 2013 (xsd:string)
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  • inproceedings (xsd:string)
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  • 64. Annual Meeting of the International Communication Association (ICA) (xsd:string)
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  • Bibsonomy (xsd:string)
  • In 64. Annual Meeting of the International Communication Association (ICA), 2014 (xsd:string)
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  • 22.05.-26.05.2014 (xsd:gyear)
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  • German Longitudinal Election Study (GLES) (xsd:string)
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  • 2014 (xsd:string)
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  • GLES (xsd:string)
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