文章基本信息

标题：Emotionalization and Privatization of Political Communication on Facebook: Stimulating Factors for Citizens’ Interactions?
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作者：Vučković, Milica ; Oblak Črnič, Tanja
期刊名称：Media Studies
印刷版ISSN：1847-9758
电子版ISSN：1848-5030
出版年度：2021
卷号：11
期号：22
页码：3-23
DOI：10.20901/ms.11.22.1
出版社：Sveučilište u Zagrebu, Fakultet političkih znanosti i Hrvatsko komunikacijsko društvo
摘要：Social media are usually accused of being one of the major forces for personalization of ‏political communication and consequently for depolitization of recent politics. However, personalization ‏seems to stimulate certain users to pay more attention to political issues and to act more responsively to ‏such highly personalized political profiles. This article presents the results of a longitudinal analysis of ‏online presence of Barack Obama to assess his political communication through Facebook. It also answers ‏if presence of emotional appeals and private life cues in the posts have any effect on users’ responses in‏ terms of numbers of their likes, comments and shares. Based on a quantitative analysis of 2804 Facebook ‏posts, published in the period from 2008 to 2016, the results of content analysis revealed that Obama ‏used his Facebook fan page almost exclusively to communicate about political issues instead of his ‏personal life. The analysis also confirmed that a smaller number of posts, which contained emotional ‏appeals or cues from private life had significantly higher numbers of users’ responses than posts that ‏were not emotionalized or privatized. While personalization of Obama’s political figure is part of a wider‏ debate, this study confirms that the presence of private cues and emotional appeals stimulates greater‏ responsiveness from Facebook users.‏
关键词：personalization; emotionalization; social media; Barack Obama; content analysis; Facebook