Cross-Platform Analysis of PLCs’ (Parties, Leaders, Candidates) Social Media Presence in Israel’s 2015 Electoral Campaign

Abstract

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