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Exploring Dutch politicians’ (social) media visibility during election campaigns

Terpstra, A. (2021) Exploring Dutch politicians’ (social) media visibility during election campaigns.

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Abstract:This master thesis examines the relationship between politicians' visibility in online and offline media during election campaigns. To do so, data was collected for all 150 elected MP’s, during the election campaign of the 2017 general Dutch election. Furthermore, additional data was collected on all the elections during the past decade, including only party leaders. Collected data consist of tweets concerning these politicians (mentions) and newspaper articles, collected during the last 15 days prior to each election day. The results show that evidence was indeed found for a positive relationship between politicians' visibility on social media and their coverage in the traditional media. Additionally, the findings show an increasing role of social media in Dutch politics, mainly caused by the social media coverage of populist politicians on social media. Moreover, evidence was found that the lion's share of (social) media coverage for these 150 MP candidates, concerning coverage for party leaders. The findings of this study indicate that the role of social media as such is rapidly increasing. Besides this, it also shows that it has a clear agenda-setting effect on the traditional media, underlining the increasingly important role of social media in election campaigns.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general, 89 political science
Programme:Public Administration MSc (60020)
Link to this item:http://purl.utwente.nl/essays/86333
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