Isabella Carter
Political campaigns have increasingly become a battle of negative emotions, negative campaigning, dramatization, and populist content. A study analyzing Facebook posts of political parties across 12 countries during the 2014 and 2019 European Parliament Election campaigns revealed a rise in these trends. The blame for such lackluster campaigns is often placed on disruptive communication processes, including the influence of trolls, aggressive networks, and the platform's preference for angry messages. However, the strategies employed by core actors, such as political parties, cannot be overlooked. The 2022 GOP's lackluster fundraising and infighting provide a prime example, with nominees failing to raise sufficient funds and party leaders making challenging choices. Similarly, the 2022 French presidential election campaign struggled to garner interest, with voters seemingly indifferent despite the polls predicting a comfortable reelection for Emmanuel Macron. These campaigns, marked by negativity and indifference, raise concerns about their impact on the political system and voter engagement.
| Characteristics | Values |
|---|---|
| Date | 2022 |
| Country | France |
| Candidate | Emmanuel Macron |
| Political Party | Republican Party |
| Reason for Lackluster Campaign | Lack of interest from the public |
| Indifference towards the election | |
| Lack of fundraising |
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What You'll Learn
Negative campaigning and uncivil political styles
The use of negative campaigning and uncivil political styles has also been studied in the context of European Parliament (EP) elections. Analyses of Facebook posts by political parties during the 2014 and 2019 EP election campaigns found an increase in negative campaigning, dramatization, and populist content over time. These strategies are employed to evoke negative emotions and generate more engagement from users.
The impact of negative campaigning goes beyond the campaign trail and can have detrimental effects on the political system. While it may not be an effective means of winning votes, it can lower feelings of political efficacy, trust in the government, and the overall public mood.
In addition to negative campaigning, other factors can also contribute to a lackluster political campaign. For example, in the 2022 French presidential election, the campaign climate was described as "toneless", struggling to garner interest from voters amidst the Ukraine war and other concerns. Similarly, the GOP's lackluster fundraising leading up to the 2022 election in the US resulted in infighting and a lack of resources to effectively get their message out to voters.
The rise of social media and new technologies has also played a role in shaping political campaigns. Platforms like Facebook and Twitter have become important tools for political parties, but they have also contributed to the increasing dissonance and disruptive communication processes within digital public spheres. Power-hungry populists can exploit these platforms to sharpen discontent and turn it against established institutions.
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The role of social media
Social media has become an increasingly important tool in political campaigns, with parties adopting new strategies, tools, and actors, such as automated bot accounts. While there is limited research on the role of social media in election campaigns, particularly on Facebook, some studies suggest that political parties are increasingly employing negative emotions, negative campaigning, dramatization, and populist content in their posts. This shift away from rational debate is attributed not only to trolls and aggressive networks but also to the communication strategies of core actors in democracies who exploit the platform's preference for affective, angry messages to gain more user engagement.
The accessibility of social media has lowered the barriers to entry and democratized the information space, allowing citizens to challenge traditional centers of authority. However, it has also been exploited by power-hungry populists to sharpen discontent and turn it against the elite. This has contributed to the rise of populism, polarization, and post-truth politics, with voters feeling that their ruling parties are not delivering on their promises.
Furthermore, social media platforms, with their algorithm-fueled environments and limited editorial curation, have been blamed for the spread of conspiracy theories and the demonization of political opponents. This has potentially fueled political tensions and contributed to the perception of failing governments.
While negative campaigning stimulates knowledge about the campaign and is more memorable, research suggests that it is not an effective means of winning votes. It slightly lowers feelings of political efficacy, trust in the government, and the overall public mood.
In the case of the 2022 French presidential election, the campaign was described as lackluster, with Finance Minister Bruno Le Maire expressing surprise at the toneless campaign climate. The election struggled to garner interest, possibly due to voter indifference or preoccupation with other issues like the Ukraine war.
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Lack of public interest
A lackluster political campaign can be attributed to a lack of public interest. This was evident in the 2022 French presidential election, where the campaign struggled to garner interest and the political landscape remained unclear just hours before the election. The French public seemed indifferent to the election, with their minds possibly focused on the Ukraine war or other issues.
Similarly, in the 2022 US election, the GOP's lackluster fundraising led to infighting within the party. Many of their nominees, including first-time candidates with far-right positions, failed to raise sufficient funds, forcing party leaders to make tough choices about resource allocation. This resulted in Democratic candidates getting their message out early and unchallenged, while Republican contenders lacked the necessary resources.
The impact of negative campaigning on public interest cannot be overlooked. While negative campaigning can stimulate knowledge about the campaign and be more memorable, it may also lower feelings of political efficacy and trust in the government. This could contribute to a lack of public interest in political campaigns, as citizens become disillusioned with the political process.
Furthermore, the role of social media and digital public spheres in political campaigns cannot be understated. With the emergence of new tools and strategies, such as automated bot accounts, the tone of campaigning has shifted away from rational debate towards disruptive communication processes. This includes the use of anger and negative emotions to gain more user engagement, which may contribute to a lack of public interest, especially if citizens become fatigued by the constant negativity online.
To conclude, a lackluster political campaign can be attributed to a lack of public interest, which may be influenced by various factors such as negative campaigning, the impact of social media, and indifference or preoccupation with other pressing issues.
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Aggressive campaigning styles
The 2012 US presidential election, for example, was marked by vicious attack advertisements and negative campaigning, with candidates such as Barack Obama and Mitt Romney spending heavily to tarnish each other's image. Similarly, the 2019 European Parliament election campaigns across 12 countries showed an increase in negative emotion, negative campaigning, dramatization, and populist content compared to 2014.
The rise of social media and new technologies has played a significant role in this trend. Platforms like Facebook provide an opportunity for political parties to reach a wide audience with targeted messages, and the free flow of information can be exploited to spread discontent and blame towards established institutions and authority figures. This has contributed to the global rise of populism, polarization, and post-truth politics, where voters feel their ruling parties are not delivering, leading to a cycle of repudiation and instability known as the "Lagos paradox."
Additionally, the impact of negative campaigning on the political system has been a subject of debate. While it may not be an effective strategy for winning votes, it can stimulate knowledge about the campaign and slightly lower feelings of political efficacy, trust in the government, and the overall public mood.
In the case of the 2022 French presidential election, the campaign was described as lackluster, with low voter interest and indifference despite the promising polls for Emmanuel Macron's re-election. This may have been influenced by external factors such as the Ukraine war and other domestic concerns. Similarly, the GOP's lackluster fundraising in the 2022 US elections led to infighting and forced party leaders to make difficult choices about resource allocation, impacting their ability to compete effectively against the Democrats.
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The impact on political trust
Negative political campaigns have a detrimental impact on political trust. The rise of social media and the internet has made it easier for political parties to engage in negative campaigning, spreading populist content, and evoking negative emotions to gain more user engagement. This has resulted in a decrease in trust in government and political efficacy, as citizens become disillusioned with the political process.
In the 2012 US presidential election, for example, Super PACs spent twice as much as the presidential campaigns themselves, flooding the airwaves and internet with negative attack ads. The candidates, Barack Obama and Mitt Romney, had no choice but to spend their money attacking each other, resulting in a brutally ferocious campaign. This led to a further erosion of trust in politicians and the political system.
Similarly, in the 2022 French presidential election, the campaign was described as lackluster and struggled to garner interest from voters. The French public seemed indifferent to the election, with their minds focused on other issues such as the Ukraine war. This indifference can be partly attributed to a lack of trust in the political system and a feeling that their ruling party is not delivering on its promises.
The impact of negative campaigning on political trust is not limited to individual elections but has become a global trend. In 2024, incumbent parties across the political spectrum lost ground, as voters felt their ruling parties were not addressing their concerns. This repudiation of incumbents has been accompanied by a rise in populism, polarization, and post-truth politics, further exacerbating the decline in political trust.
To restore political trust, it is essential for political parties to focus on substantive issues and engage in constructive debates rather than resorting to negative campaigning and personal attacks. By addressing the concerns of their constituents and demonstrating their ability to deliver tangible results, politicians can rebuild trust and reconnect with the citizens they serve.
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Frequently asked questions
There are several factors that could be blamed for a lacklustre political campaign. Firstly, negative campaigning can play a role, as it often evokes negative emotions and generates more dramatization, which can turn voters away. Secondly, the use of social media and strategic campaigning can be a factor, as parties may opt for more disruptive and angry messages to gain user engagement. Lastly, indifference from the public due to external factors such as war or economic crises can make it challenging to garner interest in a political campaign.
Negative campaigning can take the form of substantial criticism, offensive behaviours, character assassinations, pejorative language, or the spreading of false information. For example, during the 2012 US presidential election, Mitt Romney was described as a "vulture capitalist" and a "serial killer".
Political parties have adopted platforms like Twitter, Facebook, and Instagram as key outlets for their campaigns. They use these platforms to reach a wider audience and employ data-driven strategies to increase engagement through likes, shares, and comments.
