Political familiarity vs. journalism background: insights from three Israeli prime ministers on social media

Gal Yavetz

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Social Media and Politics Media Studies and Communication Public Relations and Crisis Communication

Abstract

Purpose To explore a potential relationship between politicians’ media background and social media success through an analysis of content and engagement strategies adopted by three consecutive Israeli prime ministers on their official Facebook pages. Design/methodology/approach A detailed comparative content analysis of a total of 1,242 posts published by three Israeli prime ministers – Benjamin Netanyahu, Yair Lapid and Naftali Bennett – on the same official Facebook account, “the Prime Minister of Israel,” during their respective terms. Metrics like engagement rates, content distribution and media type utilization were considered. Findings All analyzed prime ministers exhibited consistent messaging strategies, suggesting a standardized approach to digital political communication. However, we found no correlation between a politician’s media background and their success on social media. Instead, decisive determinants of engagement outcomes were factors like longstanding political exposure and familiarity. Practical implications The observed uniformity in leaders’ messaging strategies indicates a prevalent standardized approach in digital political communication, revealing potential avenues for innovation and diversification. Originality/value This research challenges the prevailing notion that background in media inherently benefits digital political engagement, emphasizing the significance of political experience. The results provide new insights into the evolving landscape of political communication. Using signaling theory to evaluate how digital content reveals leaders’ intentions and credibility, our findings provide new insights into political communication in the digital era.

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References

2005Three Approaches to Qualitative Content Analysis 2008The qualitative content analysis process 2007Answering the Call for a Standard Reliability Measure for Coding Data 2003Influencing Initial Public Offering Investors with Prestige: Signaling with Board Structures 2018The Digital Architectures of Social Media: Comparing Political Campaigning on Facebook, Twitter, Instagram, and Snapchat in the 2016 U.S. Election 2013Government innovation through social media 2017Freedom to hate: social media, algorithmic enclaves, and the rise of tribal nationalism in Indonesia 2020Images, Politicians, and Social Media: Patterns and Effects of Politicians’ Image-Based Political Communication Strategies on Social Media

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