This book offers a framework for the analysis of political
communication in election campaigns based on digital trace data
that documents political behavior, interests and opinions. The
author investigates the data-generating processes leading users to
interact with digital services in politically relevant contexts.
These interactions produce digital traces, which in turn can be
analyzed to draw inferences on political events or the phenomena
that give rise to them. Various factors mediate the image of
political reality emerging from digital trace data, such as the
users of digital services' political interests, attitudes or
attention to politics. In order to arrive at valid inferences about
the political reality on the basis of digital trace data, these
mediating factors have to be accounted for. The author presents
this interpretative framework in a detailed analysis of Twitter
messages referring to politics in the context of the 2009 federal
elections in Germany. This book will appeal to scholars interested
in the field of political communication, as well as practitioners
active in the political arena.
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