Swiss Politicians on Twitter: Switzerland as a Most Different System

• In Event: ICA Plenary Interactive Paper/Poster Session I
  In Interactive Paper Session: Political Communication Interactive Poster Session

Abstract

Studies on the use of Twitter in politics have shown that country-specific variables can be relevant for the way and the extent to which the microblogging platform is adapted in politics. We therefore analyze the use of Twitter in political communication in Switzerland because, in comparison to other democracies, Switzerland with its strong federalism fragmented party system, small country size, and semi-professional politicians can be seen as the most different system thus creating unique conditions for the use of social media. The study investigates the individual characteristics of Swiss Members of Parliament that could influence social media usage and the relationship to journalists as a group on Twitter with high adoption rate. Thus the study contributes to the debate about equalization and normalization with respect to Twitter as a relevant channel for political communication and to the significance of country-specific conditions for the adoption of innovations in political online communication.

Authors

• Adrian Rauchfleisch, University of Zurich - IPMZ

• Julia Metag, University of Zurich