Political communication mobbing: Facebook case study of 13th Saeima election campaign

Barbara Roskoša, Ilga Kreituse, Mārtiņš Daugulis

Research output: Contribution to conferenceAbstractpeer-review


6th Saeima elections reflected that the parties like “People’s Movement for Latvia” and “Latvian Unity Party” were the first who used the populist promises to become a member of the Latvian government. A similar yet more targeted situation reoccurred in the 13th Saeima elections when the political party “KPV LV” got the second place and took a position in the government. These reoccurring situations both in Latvia and internationally show the need to evolve the research methods of political communication especially in the context of social media. Therefore, the aim of this study is to develop a research method for the analysis and evaluation of this type of political communication. The study reflects a quantitative content analysis of Artuss Kaimins Facebook profile communication starting from May 1st to October 6th, 2018. The table of coded units was created during the data analysis, including the following aspects - individual words, visual symbols, messages, etc. political communication tools - together identifying 191 variables.   The purpose of the political communication mobbing is to mobilize the public through a condemnation form of criticism to the existing power, thus pointing to the obLīgation that society is a victim, so the current public administration is condemned as being responsible for the individual well-being.  The political communication mobbing is gaining even more popularity with the influence of social media; therefore, it is important to determine the communicator’s abilities and opportunities to address citizens in a targeted manner. This study reflects the instruments being used in a successful, targeted communication, which can be used further when analyzing other communication actors, thus promoting an unified method of research to recognize and analyze the political communication mobbing. 
Original languageEnglish
Publication statusPublished - 24 Mar 2021
EventRSU Research week 2021: PLACES - Rīga, Latvia
Duration: 25 Mar 202125 Mar 2021
Conference number: 2


ConferenceRSU Research week 2021: PLACES
Abbreviated titleRW2021
Internet address

Field of Science*

  • 5.6 Political science

Publication Type*

  • 3.4. Other publications in conference proceedings (including local)


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