Opinion Dailies versus Facebook Fan Pages -...
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Opinion Dailies versus Facebook Fan Pages: The Case of Poland's Surprising 2015 Presidential Elections Dr Helena Chmielewska-Szlajfer
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Opinion Dailies versus Facebook Fan Pages:
The Case of Poland's Surprising 2015 Presidential Elections
Dr Helena Chmielewska-Szlajfer
versus
20 million Facebook users in Poland:
half of the country’s population
What visibility?
circulationca. 243 400ca. 505 000
circulationca. 63 500ca. 105 300
circulationca. 57 400ca. 30 000
Bronisław Komorowski Andrzej Duda Paweł Kukiz
0
5
10
15
20
25
30
35
40
45
IBRiSIBRiSEstymatorTNS PolskaMillward BrownIBRiSewybory.euPPG/DO
May 8May 7May 06–07May 06–07May 06–07May 6May 03–07April 27– May 03
Andrzej Duda Bronisław Komorowski
May polls before the first round: Komorowski and Duda
May polls before the second round: Komorowski and Duda
0
10
20
30
40
50
60
IBRiSMillwardBrown
EstymatorTNS PolskaIBRiSIBRiSMillwardBrown
PPG/DOEstymatorMillwardBrown
CBOSIBRiSMillwardBrown
Estymator
May 22May 22?May 21May 21May 21May 20May 20May 18–20May 18May 18May 14–20May 14?May 14May 13–14
Andrzej Duda Bronisław Komorowski
Official results of 2015 presidential elections: Komorowski and Duda
0
10
20
30
40
50
60
First round: May 10 Second round: May 24
Duda Komorowski
Voter turnout: 1st round 49%, 2nd round 55%
Information sourced and provided by newspapers
•anonymous polls
•experts
•public figures
Information sourced and provided on candidates’ Facebook fan pages
•candidates’ own posts
• links to traditional media sources
•comments of other Facebook users
Activity on main candidates’ Facebook fan pages March 31-May 11
Number of posts published on Facebook: January-June
Most engaging posts: Bronisław Komorowski
98 600
36 01427 965
22 554
20 396
Most engaging posts: Andrzej Duda
79 128
23 781
21 771
16 132
14 985
Most often used words in Facebook comments
Andrzej Duda Bronisław Komorowski
Conclusion
• Public discussions are moving to places where a more equal conversation is possible, i.e. multi-directional social media; traditional media no longer hold monopoly on shaping opinions
• In-betweenness of public and private on social media: private persons emotionally discuss public issues because they want to express themselves together with others (Arendt)
• Agonistic discussions on social media matter because they become visible to Facebook users who are citizens and make political choices (Mouffe)
Full article:
Chmielewska-Szlajfer, Helena. (2018). Opinion dailies versus Facebook fan pages. The case of Poland's surprising 2015 presidential elections, “Media, Culture and Society” (Online First, DOI: 10.1177/0163443718756065)
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