Campaigning in the fourth age of political communication. A multi-method study on the use of Facebook by German and Austrian parties in the 2013 national election campaigns

Starting from the contribution to the discussion on a fourth age of political communication, here we argue that, as a consequence of how the Web 2.0 has changed political campaigns, the theoretical time-bound three-phase models of political campaigning must be reconsidered. We propose four ideal campaign types based on their ideal-typical target audience: partisan-, mass-, target group- and individual-centered campaigns. In reality, each campaign combines elements of all types. To examine this mixture empirically, we apply a most similar systems design and investigate five German and six Austrian parties’ use of Facebook in the 2013 national election campaigns. On the basis of face-to-face interviews with the campaign managers and a quantitative content analysis of the respective parties’ Facebook pages, we analyze how parties used Facebook as a campaigning tool to inform, interact with, and mobilize voters, as well as which target audiences they addressed. We find that, although the campaign managers declare Facebook their most important Web 2.0 campaigning tool, the German and Austrian parties did not make use of Facebook’s interactive and mobilizing potential, rather relying on mass-centered information, possibly due to the framework conditions in both countries. Based on our findings, we conclude that the role of context for election campaigning should be discussed more carefully.