Policy Considerations on Facebook: Agendas, Coherence, and Communication Patterns in the 2011 Danish Parliamentary Elections

Given the importance of issue competition in a West European context and the growing use of Facebook in elections, this paper studies how politicians use Facebook to shape the campaign agenda. We analyze the issues addressed in 6,388 Facebook posts by candidates in the Danish 2011 parliamentary election. A limited share of Facebook updates is dedicated to issues. The Facebook agenda did not respond to standings in the polls, nor to the media agenda or public agenda. Comparing issue engagement of new candidates and rerunning candidates we find that the Facebook campaign agenda is not simply politics as usual.