Thesis Abstract

Abstract
Social media has become an integral part of modern political campaigns, transforming the way political actors engage with constituents and shape voter behavior. This thesis delves into the intricate relationship between social media usage and political campaigns, focusing on how these platforms influence voter behavior. The study aims to analyze the impact of social media on political campaigns and voter behavior, exploring the opportunities and challenges it presents to political actors in effectively communicating their messages and mobilizing support. The research begins with an introduction that provides a comprehensive overview of the topic, highlighting the growing importance of social media in the political landscape. The background of the study delves into the evolution of social media use in political campaigns, tracing its roots and examining its rapid growth and influence. The problem statement identifies the gaps in existing literature and sets the stage for the research questions that guide this study. The objectives of the study are to investigate how social media platforms are utilized in political campaigns, assess their impact on voter behavior, and explore the implications for democratic processes. The limitations of the study are acknowledged, recognizing the challenges in measuring the direct causality between social media use and voter behavior. The scope of the study is defined, outlining the specific focus areas and parameters within which the research operates. The significance of the study lies in its contribution to the understanding of the changing dynamics of political communication in the digital age. By examining the impact of social media on political campaigns and voter behavior, this research sheds light on the opportunities and risks associated with these platforms for political actors and the electorate. The structure of the thesis is detailed, providing a roadmap for the subsequent chapters. The literature review chapter critically reviews existing research on social media in political campaigns, synthesizing key findings and identifying gaps in knowledge. Drawing on a wide range of academic sources, the chapter explores the theoretical frameworks and empirical studies that inform the research questions. The research methodology chapter outlines the approach taken in this study, including the research design, data collection methods, and analytical techniques employed. The chapter discusses the sampling strategy, data sources, and ethical considerations that guided the research process. By employing both qualitative and quantitative methods, the study aims to provide a comprehensive analysis of the impact of social media on political campaigns and voter behavior. The discussion of findings chapter presents the results of the analysis, highlighting key trends and patterns observed in the data. Through a detailed examination of social media strategies employed in political campaigns and their effects on voter behavior, the chapter offers insights into the complex dynamics at play. The implications of these findings for political communication and democratic processes are discussed, emphasizing the opportunities and challenges posed by social media platforms. In conclusion, this thesis synthesizes the key findings and contributions of the study, reflecting on the implications for theory and practice. The summary highlights the main arguments and recommendations arising from the research, offering insights into the evolving role of social media in shaping political campaigns and voter behavior. Overall, this thesis provides a nuanced understanding of the impact of social media on political processes, contributing to the broader discourse on digital democracy and political engagement.

Thesis Overview