KMT 2021 nr 3 Download PDF

Effectiveness of political communication via social media at the local level: a study of city mayors elected for the 2014–2018 term

Cite: , Efektywność komunikowania politycznego za pośrednictwem mediów społecznościowych na szczeblu lokalnym: studium prezydentów miast wybranych na kadencję 2014–2018, "Kultura - Media - Teologia", 2021( 46) nr 3, s. 78-95.

DOI: 10.21697/kmt.46.4

Social media is currently one of the basic tools of political communication. The use of social media by political actors allows them not only to inform about their political achievements and programs but also enables direct interaction and building a permanent relationship between a politician and voters. The presented article diagnoses the level of Facebook engagement generated by the profiles of all city mayors in the 2014–2018 term. During the research, I analyzed over 65,000 posts published between 17 November 2014 and 18 March 2018. The research results confirm that there is no significant correlation between the level of engagement generated by the published content and years in public office, as well as the size of the town governed by the mayor. However, there is a relationship between the number of published posts and the average engagement of Facebook users.

About authors

Maciej Marmola

ORCID: 0000-0003-1911-1125