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Personalization of politics on Facebook: examining the content and effects of professional, emotional and private self-personalization

机译：Facebook上的政治的个性化：检查专业，情感和私人个人化的内容和效果

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摘要

With the integration of social media in political communication repertoires, politicians now permanently campaign for support online. By promoting their personal agenda, politicians increasingly profile themselves independent from their associated parties on the web (i.e., self-personalization). By focusing on self-personalization as a multi-layered concept (i.e., professional, emotional, private self-personalization), this study investigates both the use and consequences of self-personalization on Facebook. A manual content analysis of politicians' Facebook posts (N = 435) reveals that self-personalization is indeed often used as a communication style on Facebook and is most often present in visual communication. Moreover, the study shows that the use of a more emotional and private style provides a beneficial tool for politicians' impression management. Publishing emotional and private content yields positive effects on audience engagement, suggesting audiences' demand for more intimate and emotional impressions of public figures on the web.
机译：随着社交媒体的整合在政治交际中，政治家现在永久地在网上竞选。通过促进他们的个人议程，政治家越来越多地概述了他们在网上的相关方（即自我个性化）的自主缔约方。通过专注于自我个性化作为多层概念（即，专业，情感，私人个人化），本研究调查了在Facebook上的自我个性化的使用和后果。政治家Facebook帖子的手动内容分析（n = 435）揭示了自我个性化确实经常被用作Facebook上的通信风格，并且最常见的是视觉通信。此外，该研究表明，使用更具情感和私人风格为政客的印象管理提供了有益的工具。发布情感和私人内容对观众参与产生积极影响，暗示了受众对网络上公众人物更加亲密和情感印象的需求。

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