Bringing the campaign closer to the voters: Facebook in partisan-managed campaigning in France

Abstract

During presidential campaigns, party members often operate Facebook pages or groups concurrently with the official communications of their respective political parties. However, there is limited evidence regarding the true motivations of these partisans, and how their efforts supplement the online strategies of the parties. Our study is based on interviews conducted with party members who ran Facebook pages to support a candidate during the 2022 French presidential campaign. It sheds light on how they managed their Facebook pages, often autonomously, to serve as supplementary tools to their grassroots tactics and ultimately to bring the campaign closer to the voters. This finding highlights the emergence of a hybrid model of online campaign organization, the partisan-managed campaigning model, which challenges both the traditional top-down model, in which the campaign is managed by the central party, and the more recent citizen-initiated campaign model.