Election and referendum campaigns in the digital sphere

AI-generated fake videos on Instagram, appeals for donations on Facebook, Federal Council press conferences on YouTube: voters are increasingly encountering political messages on social media. This talk will explain how political actors use social media and integrate it into their campaigns. It will also examine the role social media plays in shaping political opinion, as well as in elections and referendums. It will also show that, in some areas, the role of social media is still underestimated – whilst in others, it is overestimated.