Organizational communication strategies on social networks: analysis of the French far-right´s electoral campaigns on Twitter
DOI:
https://doi.org/10.3145/epi.2020.nov.08Keywords:
Organizational communication, Political communication, Online campaigns, Electoral campaigns, Social networks, Social media, Populisms, European Union, Rassemblement National, National Rally, TwitterAbstract
Since the 2014 European elections, populist organizations have been gaining a share of power, as finally ratified by their voters in May 2019. In the case of France, the rise of National Rally (NR) is, partially, due to a change of its communication strategy. In particular, in its online strategy framework for the European elections, a total of 1,256 tweets published by its official Twitter account during the 15-day electoral campaigns in 2014 and 2019 have been analyzed. The results confirm a reconfiguration of its online communicative strategy and how this shift allowed the organization to create a closer link with its audience to increase and build loyalty among the number of users who could become NR voters.
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