Elections

And the final speaker in this session at the ECREA 2026 conference in Brno is Claudia Thoms, who will present a semantic analysis of party competition in Germany. She begins by noting that political competition is also a competition over language, with parties trying to establish a distinct political profile. Issue emphases and positioning leave races in language, while strategic framing also shapes political perception itself.

Different parties want to associate themselves with different issues, to emphasise their competence on these issues; this also responds to ebbs and flows in public attention to specific issues. But issue relevance does not …

The next speaker in this session at the ECREA 2026 conference in Brno is Guillem Lloret i Triola, whose focus is on the analysis of metaphors in the Catalan electoral campaign of 2021. This builds on a complete corpus of speeches during the campaign, which took place after the annulled independence referendum and the exiling of pro-independence political leaders. This marked the end of the independence cycle, also against the backdrop of the COVID-19 pandemic.

The analysis of the speeches during the election builds on critical discourse analysis and critical metaphor analysis, and translates this to political communication in the …

The post-lunch session on this last day at the ECREA 2026 conference in Brno is on computational methods for political discourse analysis, and starts with Felipe Barreto-Storandt. He begins by noting the growing adoption of LLMs in communication research, but also highlights that there are no standard methodologies for using them yet; this is experimental at this point, and not a planned feature by their designers.

Often they are simply run once over a dataset, though, and this creates only one data point. But because LLMs are stochastic, they will produce different scores every time; this means that multiple runs …

And the next speaker in this session at the ECREA 2026 conference in Brno is Felix Gaisbauer, whose focus is on the supply of and demand for political content on TikTok. This is often tested here using sockpuppet studies that test what kind of content the TikTok algorithm serves users; here, sockpuppet accounts that displayed a right-leaning accounts have at times been found to receive more recommendations for politically aligned content than right-leaning accounts. This could also simply result if there is more right- than left-leaning account on the platform, though.

This ‘algorithmic supply’ thus intervenes between content supply and …

The final speaker in this session at the ECREA 2026 conference in Brno is Cristina Monzer, with a comparison of TikTok aesthetics in political videos between Norway and Romania. The first question, of course, is how we might do this, in practice – there are many new computational tools emerging for this now, but most of these also remain untested to date.

The use of TikTok for political communication is characterised by personalisation, a focus on everydayness, and uneven patterns between politicians of different genders. Politicians must use visual cues in such videos as identity markers that signal alignment with …

The next speaker at the ECREA 2026 conference in Brno is Nico Spreen, whose focus is on the use of TikTok by populist parties in Germany during the 2025 federal election. TikTok may be expected to be especially valuable as a campaigning tool for populist parties, given its personalised, emotionalised, and algorithmically amplified content processes. Also, both the left-wing Linke and far-right AfD are especially popular with voters under 25, so there is substantial overlap between their voter bases and the TikTok userbase.

What shape does their populist communication take, then? Such communication usually employs people-centrism, anti-elitism, and an exclusion …

It’s a sunny Wednesday in Brno, and we’re starting the ECREA 2026 conference proper now. I’m in a session on the political uses of TikTok, which begins with Eduard-Claudiu Gross, on the situation in Romania. Romania annulled the first round of its presidential election in December 2024, due to a massive Russian election interference campaign, and TikTok played a role in this; the re-run in May 2025 took place in this complicated and polarised political and media environment.

This study, then, gathered some 50,000 TikTok videos from June 2024 to March 2025, from 1,000 authors, and from these examined the …

My own presentation, on behalf of a much larger team at the QUT Digital Media Research Centre, concluded the final panel at the DigiWorld network ECREA preconference on election campaigning in Brno. For this, we set ourselves an ambitious task: first, given the increasing fragmentation of social media activity across a growing number of platforms, we wanted to explore how we might conduct a true cross-platform analysis of public discussions around the 2025 Australian election campaign, using data from platforms including Facebook, Instagram, Reddit, and YouTube.

Second, because this meant using the Meta Content Library for access to candidates' and …

We’re into the final panel at the DigiWorld network ECREA preconference on election campaigning in Brno, and I’ll be the final presenter (with slides coming soon). We start, though, with Jan Křovák, whose focus is on populism in the 2025 German and Czech elections.

He begins by describing populism as a communication strategy which is anti-elite and against out-groups, and which has become more mainstream in recent years – mainstream parties confronted by populist challengers have increasingly adopted populist rhetoric, while populist parties themselves have also become more mainstream in their electoral appeal.

This has played out very differently in …

And the next speaker at the DigiWorld network ECREA preconference on election campaigning in Brno is the great Bruna Paroni, whose focus is on the São Paulo mayoral elections in 2024. These were the first elections after the divisive 2022 federal election and 2023 coup attempt led by disgraced former president Jair Bolsonaro, and therefore also served as a kind of barometer for the political mood in the country.

Bruna’s interest here is in how this intersects with Meta’s stated policy to reduce the amount of political content made visible in its users’ Facebook, and later also Instagram, feeds; the …