TY - JOUR
T1 - Between “Me, Myself, and I” and the “Royal We”
T2 - Gender Differences in Personalized Political Discourse on Facebook and User Involvement
AU - Atia, Renana
AU - Balmas, Meital
N1 - Publisher Copyright: Copyright © 2023 (Renana Atia and Meital Balmas). Licensed under the Creative Commons Attribution Noncommercial No Derivatives (by-nc-nd). Available at http://ijoc.org.
PY - 2023
Y1 - 2023
N2 - This study focuses on discursive personalism on social media and especially on the differences between female and male politicians. More specifically, we test discursive personalism outside of a campaign period as a predictor of social media involvement (of users). A manual content analysis of posts by female and male politicians in the context of Israeli politics (N = 1,392) shows that higher levels of personalized discourse predict a higher level of user involvement (i.e., likes, comments, shares, and aggregate engagement). Additionally, we demonstrate that, compared with posts authored by male politicians, female politicians’ communications exhibit a unique discourse style, with higher levels of discursive personalism, and, as a consequence, draw more involvement on the part of Facebook users.
AB - This study focuses on discursive personalism on social media and especially on the differences between female and male politicians. More specifically, we test discursive personalism outside of a campaign period as a predictor of social media involvement (of users). A manual content analysis of posts by female and male politicians in the context of Israeli politics (N = 1,392) shows that higher levels of personalized discourse predict a higher level of user involvement (i.e., likes, comments, shares, and aggregate engagement). Additionally, we demonstrate that, compared with posts authored by male politicians, female politicians’ communications exhibit a unique discourse style, with higher levels of discursive personalism, and, as a consequence, draw more involvement on the part of Facebook users.
KW - Facebook
KW - content analysis
KW - discursive personalism
KW - gender
KW - political personalization
UR - http://www.scopus.com/inward/record.url?scp=85177048160&partnerID=8YFLogxK
M3 - مقالة
SN - 1932-8036
VL - 17
SP - 6154
EP - 6177
JO - International Journal of Communication
JF - International Journal of Communication
ER -