For a content analysis of the official campaign pages on Facebook
he case of the 2017 Local Elections
DOI:
https://doi.org/10.4000/cp.7098Keywords:
social networks, interactivity, election campaignAbstract
The article presents a codebook developed for content analysis on the official campaign Facebook pages. The purpose is to assess the state of communication and political marketing in Portugal in regard of the use of social networks and to verify whether the online campaigns are moving towards the «web 2.0» paradigm or whether they continue to develop the type «1.0» campaigns. To this end, this codebook looks at the interactivity, format and content of posts and contemplates four distinct dimensions: general characterization, involvement, content and sophistication.
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