Sofia University „St. Kliment Ohridski“, Faculty of Journalism and Mass Communication
Abstract: The article focuses on the changes in the political communication as a result of the social networks impact. Using social networks for political purposes is not a popular online activity but theories suggesting that only politically interested Internet users fall into political content are obsolete. The hypothesis is that informal political discussions in social networks conducted by political actors are a win-win tool that provides interest, engagement and support. The motivation of virtual followers and the reasons for the impact of their online publications/posts are analyzed using discourse and interpretive analysis. The contextual aspects of online exchange on social networks and different interpretations of political content are also considered.
Keywords: digital political communication, social networks, civic online activity, manipulation, commercialization.
Rhetoric and Communications Journal, Issue 39, April 2019