Legislative Twitter Style: Electoral Vulnerability, Social Media, and Constituency‐Building in Large Multimember Electoral Systems

Abstract

How do legislators use social media to cultivate their constituencies in large multimember electoral districts? Colombia's Senate nationwide district offers a suitable case to examine how lawmakers, through their behaviour on Twitter, geographically target their audiences. We employ microblog user geolocation methods which infer locations using textual content in order to identify where Colombian senators' Twitter ‘home’ is. We find that senators' location targeting on Twitter largely mirrors the geographical distribution of their votes. Deviations from that pattern mostly stem from their vulnerability to intraparty competition and the nature of their parties' organisation.