Elections

The next speaker at the DigiWorld network ECREA preconference on election campaigning in Brno is Alban Zeneli, whose focus is on the 2025 elections in Kosovo. Kosovo remains a region in transition, and political campaigning might unfold differently here; the focus of the present paper, then, is on how parties used Facebook and Instagram in their campaigning.

Kosovo’s political instability meant that it had two national elections in 2025, in February and December; populist politics (characterised by people-centrism, anti-elitism, and exclusionary tendencies towards minority others) played a significant role here, and were expressed also through visual communication.

The present project …

The next speaker at the DigiWorld network ECREA preconference on election campaigning in Brno is Melanie Magin, whose interest is in the campaigning strategies of Nordic political parties in comparison to the rest of Europe; this, then, takes a very broad approach which explores similarities and differences within and between geographical regions. The background to this are the various countries’ political communication systems, using the nation state as the core unit of analysis.

The three Nordic EU member states (Denmark, Sweden, Finland) have relatively similar political communication systems, also including strong public broadcasters and a highly consensus-focussed, restrained, and information-centric …

I’m in Brno for the ECREA conference later this week, but we start with a preconference organised by the DigiWorld network on social media and elections research. The first speaker is Tuuli Tomperi, whose focus is on the affective construction of political meaning through multimodal campaign content, in Finland.

Her past work has focussed on political advertising on Meta’s platforms during the 2023 Finnish parliamentary elections, and found that candidates mainly used their ads to promote themselves and emphasise party-specific political issues, but that research focussed mainly on textual content and now needs to be expanded to the multimodal aspects …

The next speaker in this session at the Social Media & Society conference in Glasgow is Umberto Famulari, whose interest is in the use of Instagram in Italian politics, with a particular focus on the 2024 regional elections. This is driven especially by the continued lack of focus on the multimodal integration of images and text in political campaigning. Indeed, studies of Instagram treat posts there as cohesive messages; the way text and images work together or against one another here is far less extensively explored.

Italian regional elections provide a particularly interesting context for this, since they often involve …

The morning session of Day Two at the Social Media & Society conference in Glasgow starts for me with a presentation by Gil Sharon, on the MAGA movement’s presence on TikTok. The 2024 US election was the first election where TikTok played a significant role, and Donald Trump’s MAGA movement used the platform extensively for its campaigning.

Charlie Kirk was one of the most significant MAGA figures on TikTok, and believed that there was something about the platform that particularly managed to reach potential Trump supporters. This also involved a substantial collaborative effort; it engaged not only in top-down messaging …

The next speaker in this session at the 2026 International Communication Association conference in Cape Town is Sayan Dey, whose focus is on India: how do similar media structures here generate different framing patterns and political legitimacy in this multi-ethnic society? His study compares this for the 2023 elections in the northeastern states of Nagaland and Tripura. Nagaland is mostly populated by ethnic Naga, while Tripura has a mostly Bengali population.

This project builds on framing theory, social identity theory, and governmentality and political economy; it examines media structures at the macro level, framing practices at the meso level, and …

And the final presenter in this session at the 2026 International Communication Association conference in Cape Town is Eva-Maria Vogel, who begins by noting the significant deficit in political influencer support which had been identified for the US Democrats ahead of the 2024 presidential election; they actively sought to attract more influencers to their cause ahead of the election in order to combat the impact of Republican influencers.

Why do audiences believe political influencers, though? Audience perceptions of expertise, trustworthiness, and benevolence may all play a significant role here; perceived politician authenticity is also critical, of course, and may manifest …

The third presenter in this session at the 2026 International Communication Association conference in Cape Town is Nuppu Pelevina, whose focus is on the democratic participation of social media influencers in Nordic countries. The focus here is on commercial lifestyle influencers who go political; these may have impact on their often young followers’ political views, and possibly also increase their political and democratic participation; they may increase awareness of political issues, but also cynicism towards formal politics.

Such influencers may not directly seek to influence their followers’ political views, but may shape it towards the imagined interests and positions of …

My next session at the 2026 International Communication Association conference in Cape Town starts with a paper by Mykola Makhortykh, whose focus is on the political role of search engines. During the 2024 US election, Donald Trump claimed that Google search engines and autocomplete search recommendations were favouring Kamala Harris; but we know far too little still on how search engines select their search results, and what effects these may have on their users’ information environments.

This particular paper explores how algorithmically selected information might affect users; this is also dependent on how users formulate their search queries, of course …