Social Media and Political Communication of Youth Political Organisations in Slovakia, Czechia and European Level: A Cross-Case Analysis

Abstract

This is an exploratory cross-case analysis of political communication strategies of selected youth political organizations on the social network Facebook. The main objectives of this paper are to capture the topics and frequency of posting of Youth Political Organization on Facebook. Secondary, the study aims to capture the analytical approach categories/objectives: themes and actors. It focuses on the 3-month period from December 2020 to February 2021. Relevant youth political organizations in Slovakia and the Czech Republic are compared with youth political organizations operating at the European level. The organizations either belong directly to the kin political party or have the status of a supporting organization. At the European level, they are also affiliated to a European political party or are a supporting organization of a European political party. The data source is the official profiles of youth political organizations on the social network Facebook. Data processing is based on content analysis of published posts. Content analysis focuses on topics, the frequency of topics, the occurrence of keywords in the overall set of posts, and identifying attitudes to topics. The obtained data are evaluated by descriptive statistics. The presentation of the data is supplemented by tables, including graphical processing using the Voyant Tools text analysis tool. Key findings indicate that COVID-19 pandemic is the most communicated topic both on national and European level. Czech and Slovak cases seek to gain support or create conflict based on selected topics, while European level forms an area of cooperation among organizations.