英文摘要 |
As the heart of digital political communication, social media performs an important role in election campaign. Although there is a growing body of literature on online forms of participation, little research exists on the role of social buttons on Facebook (like, comment, and share). These native interactive features were used as indicators of how 3-million Taiwanese supporters engage with 3 candidates: Chu, Tsai, and Soong’s particular political messages during the 2016 presidential election campaign. A content analysis of posts published on 3 candidates’ official Facebook over the 4 weeks leading up to Election Day was conducted. Results showed that followers engaged selectively with campaign messages and often interacted more with emotional-oriented posts than with rational ones. We, however, also found that followers are highly reactive to multimedia posts, and negative attack as the so-called echo chamber. This paper expands our insights into what type of post can trigger reactions from electoral candidates’ followers. |