Social network site in electoral campaings – Facebook profiles of Bronisław Komorowski, Barack Obama and Mitt Romney

Tomasz Olczyk

Pełny tekst artykułu English version of the article

This article describes scale, forms and means of exploiting new media’s mobilisation and engagement potential of electoral campaings. Social network site Facebook serves here as the case for in-depth analysis. The paper presents how social network is used to support traditional discursive functions, such as attack, acclaim, defense, contrast, and so on. The article also aims at showing the style and form of electoral communication on social network. Study goals in comparative perspective are being achieved through the analysis of posts published on official Facebook profiles by Bronisław Komorowski (Polish presidential campaign in 2010) as well as Barack Obama and Mitt Romney (US presidential campaign in 2012).

KEYWORDS

electoral campaign, political marketing, new media, social network sites, electoral rhetorics, Facebook