Abstract
This chapter analyses how online political parties campaigned. These parties, who rely on digital activity, tend to show less interest in traditional channels like posters and press ads, while displaying more negativity, satire and emotionality in their content. However, as regards another phenomenon recorded elsewhere, there was no sign of a more pronounced personalization.
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Notes
- 1.
Further information about the aforementioned project can be found in the Introduction to this volume and at https://www.electionsmonitoringcenter.eu/
- 2.
By using the term celebrity, we refer to those people targeted by the humoristic content that are famous in their respective country but are not related to political issues such as TV hosts, actors and actresses or writers.
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Pérez-Castaños, S., García-Hípola, G., Mora-Rodríguez, A., Trujillo, J.M. (2022). Online Parties and Digital Campaigns. In: Novelli, E., Johansson, B., Wring, D. (eds) The 2019 European Electoral Campaign. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-98993-4_13
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