Social Media Strategies in Second-Order Elections: Insights From the 2019 European Election Campaign

Abstract

This article investigates the strategic use of Facebook in the 2019 European Parliament elections, challenging the traditional view of these elections as "second-order" national elections. Drawing on a comprehensive dataset, the research analyzes campaign materials from all EU member states, focusing on the thematic and visual strategies employed by political parties on Facebook. The findings reveal that digital visibility, measured by the volume of posts, is a stronger predictor of electoral success than thematic coherence or ideological messaging. The study integrates theories of hybrid media systems, symbolic politics, and cultural performance to argue that Facebook functions not merely as a communication tool but as a symbolic arena where legitimacy is performed and contested. These insights contribute to a deeper understanding of how social media platforms are reshaping the dynamics of European electoral politics.