In the realm of political communication on social media, a recent study has shed light on the effectiveness of different messaging strategies employed by political parties. The study, published in Scientific Reports, analyzed Twitter activity during four consecutive election campaigns in Spain from 2015 to 2019. Led by Samuel Martin-Gutierrez from the Complexity Science Hub, the research team delved into the evolving nature of partisan interactions on social media, particularly in response to the rise of the Spanish radical right-wing party, Vox.
One of the key findings of the study was the importance of emphasizing in-party positive messaging over promoting out-party hostility. The researchers discovered that content that reinforced party affiliation and shared positive messages within the party led to higher engagement rates, creating what they termed as high-efficiency epistemic bubbles. These bubbles were characterized by strong internal cohesion and consistent sharing of affirming content.
On the other hand, efforts to spread out-party hostility, aimed at opposing political parties, resulted in lower engagement levels, even among supporters of more radical parties. The study highlighted that while out-party hostility did contribute to the formation of exclusionary echo chambers, these chambers were marked by low communication efficiency, as evidenced by fewer retweets.
The implications of these findings are significant for political communication strategies. The study suggests that parties and candidates may benefit more from focusing on positive, affirming messages rather than engaging in hostile rhetoric. By emphasizing in-party love and fostering a cohesive and supportive online community, political entities can counter the negative effects of out-party hostility, which tend to drive moderate users away and decrease overall engagement.
The study also delved into the concept of epistemic bubbles and echo chambers, prevalent in the era of social media and polarization. An epistemic bubble occurs when individuals are only exposed to information that aligns with their existing beliefs, potentially leading to a lack of exposure to diverse perspectives. On the other hand, an echo chamber actively excludes and discredits outside voices, isolating its members and fostering distrust towards outsiders.
The Complexity Science Hub, where the research was conducted, is Europe’s research center for the study of complex systems. With a multidisciplinary approach that combines physics, mathematics, computational modeling, data science, and network analysis, the Hub aims to derive actionable solutions for a better world by understanding the underlying networks that shape society.
In conclusion, the study underscores the importance of positive messaging in political communication on social media. By focusing on in-party love and fostering a supportive online community, political entities can not only enhance engagement but also promote a less toxic online environment and constructive political dialogue. As the digital landscape continues to shape political discourse, the findings of this study offer valuable insights for effective communication strategies in the digital age.