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Digitale Wahlkämpfe: Politische Kommunikation Im Bundestagswahlkampf 2021 by Martin Fuchs

Digitale Wahlkämpfe: Politische Kommunikation Im Bundestagswahlkampf 2021

by Martin Fuchs , Martin Motzkau
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Book cover type: Paperback
  • ISBN13: 9783658390075
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer vs
  • Publisher Imprint: Springer vs
  • Publication Date:
  • Pages: 274
  • Original Price: EUR 70.08
  • Language: German
  • Edition: 1. Aufl. 2023
  • Item Weight: 341 grams
  • BISAC Subject(s): Media Studies

Der Sammelband beleuchtet die verschiedenen Folgen zunehmender digitaler Wahlkämpfe anhand der Bundestagswahl 2021 für Politik, Journalismus und Gesellschaft. Darüber hinaus ermöglichen die Erkenntnisse einen Blick in die Zukunft des digitalen Campaignings. Der digitale Wandel und die damit verbundenen Möglichkeiten für die politische Kommunikation werden die Wahlkämpfe der Zukunft immer stärker beeinflussen.


Politische Challenges auf TikTok, Begleitung der TV-Trielle auf Twitter oder Haustürgespräche in der Dating-App - ein Wahlkampf ohne digitale Plattformen und Formate ist heute undenkbar. Entsprechend erhöhen Parteien, Spitzenkandidat*innen und andere politische Akteure ihre Budgets für den Online-Wahlkampf und professionalisieren Personal und Strukturen, um die Wähler*innen noch effizienter zu erreichen und zu mobilisieren. Im Bundestagswahlkampf 2021 beschleunigte die Corona-Pandemie diesen Trend, da traditionelle Wahlkampfveranstaltungen auf Marktplätzen oder in Hallen aufgrund der Ma nahmen zur Bekämpfung des Virus kaum möglich waren. Die Parteien und Kandidat*innen waren noch stärker auf digitale Plattformen angewiesen und die Strategien entsprechend detailreicher als in den Jahren zuvor.

Martin Fuchs ist Politik- und Strategieberater insbesondere für digitale Kommunikation und arbeitet als Dozent für Social Media und Politik an verschiedenen Hochschulen.


Martin Motzkau ist Journalist und arbeitet als Redakteur für Digitales in der Multimedialen Chefredaktion beim Südwestrundfunk (SWR). Er beschäftigt sich insbesondere mit journalistischen Formaten auf Social-Media-Plattformen.

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