Dramatization in the social media election campaign

In modern democracies, elections are always special events, as they structure the political debate, allow voters to choose their representatives, distribute political power and thus influence future policy. It is precisely the new media that enable parties to bypass the gatekeeper function of the classical mass media and set the agenda themselves. This paper examines – using the example of the Austrian National Council election campaign 2019 – how “dramatizing” parties design postings and whether there is a difference in topic setting between left-wing and right-wing parties.

Keywords: Dramatization, National Council Election, Election Campaign, Social Media Nationalratswahl, Österreich, FPÖ, Wahlkampf, Dramatisierung