Political communication via social media in rural areas

With this work, the author has obtained the academic degree "Master of Arts in Political Management". The thesis describes political communication with social media. It specifically addresses the experiences of the SPÖ Burgenland party, which recently decided to call in an agency for advice in this field. First, therefore, the paper explains the Austrian province of Burgenland and the SPÖ Burgenland. Then the term social media is defined in more detail. In the theoretical part, comprehensive communication models as well as basic features of communication strategies and communication policy are explained. The result of the empirical research first describes the communication of the SPÖ Burgenland and why political parties generally use social media as a means of communication. It sheds light on the motive of the SPÖ Burgenland why it commissioned an agency to support the use of social media. Subsequently, the study explains basic features or recommendations of social media use. The study is concluded with an answer to the research questions, the conclusion and recommendations for action.

Autorentext

L'auteur de cet ouvrage, Patrick Hafner, a grandi à Gerersdorf près de Güssing. Il a obtenu son baccalauréat en 2008 à la BHAK de Stegersbach et a ensuite commencé sa carrière professionnelle. Depuis 2011, il est directeur du SPÖ pour le district de Güssing. En 2017, il a obtenu un master en direction, politique et gestion à la FH Campus de Vienne, avec de bons résultats.

Klappentext

With this work, the author has obtained the academic degree "Master of Arts in Political Management". The thesis describes political communication with social media. It specifically addresses the experiences of the SPÖ Burgenland party, which recently decided to call in an agency for advice in this field. First, therefore, the paper explains the Austrian province of Burgenland and the SPÖ Burgenland. Then the term social media is defined in more detail. In the theoretical part, comprehensive communication models as well as basic features of communication strategies and communication policy are explained. The result of the empirical research first describes the communication of the SPÖ Burgenland and why political parties generally use social media as a means of communication. It sheds light on the motive of the SPÖ Burgenland why it commissioned an agency to support the use of social media. Subsequently, the study explains basic features or recommendations of social media use. The study is concluded with an answer to the research questions, the conclusion and recommendations for action.