The Use of Social Media by Political Parties in Election Campaigns. A Comparative Analysis of Strategies and Effects on Voter Behavior

Master's Thesis from the year 2024 in the subject Communications - Media and Politics, Politic Communications, grade: 1.7, , language: English, abstract: This master thesis examines the use of social media by the most important political parties in election campaigns. Strategies and their effects on voter behavior are examined with the help of a comparative analysis. The study covers various social media platforms (Facebook, YouTube, TikTok, Instagram, X) and analyzes how parties use these channels to spread their messages, mobilize voters and influence political discourse. Using qualitative methods, in particular through interviews, it is investigated to what extent the social media strategies of the parties shape the opinion of voters and influence their voting decisions. The results of this study are intended to contribute to a better understanding of the role of social media in modern political election campaigns and to analyze how digital communication strategies change voting behavior and the use of social media by politicians.