Bamberg scientists clarify through digital campaign strategies

Bamberg scientists clarify through digital campaign strategies

02.08.2024 - 08:59

Otto-Friedrich University Bamberg

Digital change in the election campaign: A look at the state elections

In the coming September 2024, the elections will be in Saxony, Thuringia and Brandenburg. The importance of digital media for political communication is becoming increasingly obvious. At the Otto Friedrich University Bamberg, experts are available to give media representatives valuable insights into the strategies of the parties and to explain what role digital platforms play in today's campaign management.

role of research in political communication

In particular, research on digital media has become more important in recent years. Prof. Dr. Andreas Jungherr, a leading expert in political science at the University of Bamberg, explains: "So that election campaigns are successful, digital media do not have to be viewed in isolation, but always in the context of the entire campaign."

Junglich takes into account aspects such as increasing the range and the targeted approach of voter groups.

microtargeting and its effects on election campaigns

Another essential aspect is the use of microtargeting on social media, which of Prof. Dr. Isabel Kusche is researched. It emphasizes: "Political advertising on social media has developed into a self-evident practice. The way in which parties use these targeting techniques reflects their strategic considerations and their understanding of the electorate."

This shows how the parties adapt to the digital transformation and what different approaches they pursue. For many media professionals, there is a valuable opportunity to better understand the dynamics of modern election campaigns and to improve election advice.

technological trends influence election communication

Developments in digital communication are crucial for the outcome of the elections. Researchers at the University of Bamberg analyze how new technologies, such as artificial intelligence (AI), are already being used in the election campaign. These technologies change the traditional communication strategies and enable a more precise approach to voter groups.

media contact and further information

Media representatives who are interested in in -depth information or expert opinions can contact Hannah Fischer from the University of Bamberg. It is available for questions and offers support in the search for other experts in the field of political communication and digital change.

• E-Mail: Redaktion.presse@uni-bamberg.de
• Telephone: 0951/863-1445

Further information on scientific topics can be found at the university's expert pages at www.uni-bamberg.de/presse/expertise-an-der-universitaet/expertinen .

- Nag