The digital party paradox: behind participationism, the persistence of traditional political repertoires on Facebook
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15 mai 2025
- ISIDORE Id: 10670/1.66a54f...
- halshs: halshs-05068606
- doi: 10.1177/02673231251340803
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info:eu-repo/semantics/altIdentifier/doi/10.1177/02673231251340803
http://hal.archives-ouvertes.fr/licences/copyright/ , info:eu-repo/semantics/OpenAccess
Mots-clés
Political communication Digital parties Social media Political Campaigning Facebook engagement Online mobilizationSujets proches
Natural science Sciences Science of science Frenchmen (French people) Political communication Marriage, Promise of EngagementCiter ce document
Julien Figeac et al., « The digital party paradox: behind participationism, the persistence of traditional political repertoires on Facebook », HAL SHS (Sciences de l’Homme et de la Société), ID : 10.1177/02673231251340803
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Résumé
This study examines how digital parties differ from traditional parties in their external political communication on Facebook during the French 2022 presidential election. Using a supervised machine learning method, we analyzed posts (N = 17,060) published on the Facebook pages (N = 544) of French parties during the campaign. Our findings show that digital parties use Facebook intensively to mobilize their activist base, confirming their reliance on online participation. However, contrary to expectations, they do not structure their communication more around their party leader than traditional parties, nor do they systematically generate higher engagement levels. Instead, they grant greater autonomy to their members' Facebook pages, particularly at the regional level, where activists adapt national campaign strategies to the local context. Finally, while digital parties use Facebook to amplify their candidate's media coverage, they rely less on diverse content formats such as videos and images, challenging previous assumptions about digital campaigning strategies.
