Representative democracy presents politicians with an information problem: How to find out what voters want? While party elites used to rely on their membership or mass surveys, social media enables them to learn about voters’ issue priorities in real time and adapt their campaign messages accordingly. Yet, we know next to nothing about how campaigns make use of these new possibilities. To narrow this gap, we use a unique data set covering every Facebook post by party leaders and party organizations in the run-up to the 2017 Austrian parliamentary election. We test the hypothesis that party actors are more likely to double down on issues that have previously generated higher levels of user engagement. We also theorize that responsiveness is conditional on major/minor party status and pre-campaign issue salience. The analysis shows that parties’ issue strategies respond to user engagement, especially major parties on low-salience issues. This represents some of the first empirical evidence on how social media can enhance parties’ issue responsiveness.
While a rich literature addresses legislative agenda-setting in multiparty democracies, relatively little is known how members of parliament disseminate the legislative agenda beyond the parliamentary floor. Drawing on content analyses of 110 legislative debates and 5,847 press releases from Austrian MPs (2013–2017), we test whether legislators are more likely to send press releases on issues that are salient to their party ( party agenda-setting) and to other parties in the party system ( systemic salience). MPs should also communicate more on issues that fall within their area of expertise ( issue specialization) and when they have given a speech on that issue during the legislative debate ( intra-party delegation). While we find empirical support for all these expectations, communication of the legislative agenda largely rests on each parties’ issue specialists and their speakers in plenary debates. Importantly, there is no significant discrepancy overall between the actual parliamentary issue agenda and the agenda communicated by party MPs.
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