Cross-Platform Analysis of PLCs’ (Parties, Leaders, Candidates) Social Media Presence in Israel’s 2015 Electoral Campaign
Sharon Haleva-Amir (2021) Cross-platform analysis of PLCs’ (parties, leaders, candidates) social media presence in Israel’s 2015 electoral campaign, Israel Affairs, DOI: 10.1080/13537121.2021.1940563
37 Pages Posted: 2 Jul 2021 Last revised: 11 May 2022
Date Written: June 20, 2021
This article analyzes social media presence of all parties, leaders, and candidates (PLCs) during Israel’s 2015 electoral campaign, within a transformational era for online campaigns. The article adheres to the theoretical frameworks of normalisation/equalisation hypotheses and personalised politics. Its research design is based on a cross-platform analysis. Findings indicate not only a centralised personalisation trend but rather a depersonalised web sphere. Leaders are more prominent online compared to other candidates; and parties out-perform their leaders, too. Furthermore, findings point to a normalised web sphere, even when referring to new and trendy platforms, revealing that the chances of political newcomers entering the parliamentary arena are scarce.
Keywords: Israel; cross-platform analysis; equalisation v normalisation hypotheses; online political campaigns; social media; personalised politics; PLCs (parties, leaders, candidates); algorithmic campaigns
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