{"id":19038,"date":"2025-09-18T08:25:35","date_gmt":"2025-09-18T06:25:35","guid":{"rendered":"https:\/\/www.progressives-zentrum.org\/en\/?post_type=publication&#038;p=19038"},"modified":"2025-10-29T14:20:35","modified_gmt":"2025-10-29T13:20:35","slug":"pov-election-campaign","status":"publish","type":"publication","link":"https:\/\/www.progressives-zentrum.org\/en\/publication\/pov-election-campaign\/","title":{"rendered":"POV: Election Campaign"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<p>In the 2025 German federal election campaign, short videos on social media platforms had extraordinary importance for reaching young voters. Instagram and TikTok were particularly at the centre of communication campaigns. Young people increasingly used short videos on both platforms to shape their political opinions.<\/p>\n\n\n\n<p>Yet, while parties and politicians in Germany faced the challenges of campaigning on social media more than ever, there was still a lack of comprehensive analyses of political content and communication styles on these two platforms. Our study aims to change this and examines which communication styles, forms of address, topics, and tones were most prominent during the hot phase of the 2025 federal election campaign on social media, and which party-specific characteristics could be observed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-findings\">Findings<\/h2>\n\n\n\n<p>For the study, a total of 18,270 short videos (13,669 Instagram Reels and 4,601 TikToks) from 668 Instagram and 252 TikTok accounts of the parties and politicians of the 20th German Bundestag were analysed between January 1 and February 23, 2025.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-style-and-address\">Style and Address<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Platform-specific affordances:<\/strong> Parties and politicians used typical functions such as selfie mode (most often by the AfD) and infographics (especially by Die Linke). However, the overall use of affordances was relatively restrained.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Youth reference and direct address:<\/strong> More than half of the posts (53 %) referred to young people and future generations; 76 % of the videos used direct forms of address regardless of age (\u201cyou\u201d). Die Gr\u00fcnen and Die Linke addressed youth issues most frequently, while the AfD did so the least.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Mobilisation through calls to action:<\/strong> Calls to vote dominated the forms of political mobilisation in short videos on social media. Around 50 % of all posts called for voter participation. Digital calls to mobilisation, such as sharing or liking content, were also comparatively frequent.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-topics-amp-tone\">Topics &amp; Tone<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Thematic focus:<\/strong> The election itself was by far the most frequent topic across all short videos (41 %). Without explicit reference to the election, the topics of migration (7 %) and the economy (6 %) followed.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Tone:<\/strong> Overall, positive portrayals of a party\u2019s own policies predominated (64 % of posts). However, content on TikTok was more confrontational than on Instagram: attacks on political opponents appeared almost 12 percentage points more often there. Moderate-democratic parties (CDU\/CSU, SPD, Gr\u00fcne, FDP, Linke) focused more on positive content, while AfD and BSW deliberately relied on polarisation and attacks. After the resolution on migration policy was passed, all parties temporarily adopted a harsher tone, but toward the end of the campaign returned to more positive, self-focused communication.<\/li>\n<\/ul>\n\n\n\n<p>Our analysis shows that parties and politicians in the 2025 federal election campaign used Instagram and TikTok to systematically address and mobilise young audiences. Despite strong developments in the number and design of short videos \u2013 for instance, in the use of direct address and mobilising formats \u2013 there remains significant room for improvement in adapting to platform-specific communication styles in future campaigns. Migration once again proved to be a central and polarising issue, contributing to a harsher communication style \u2013 even among moderate-democratic actors. Overall, the study suggests that more professional, creative, and constructive use of social media will be crucial for the future success of political communication with young audiences.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-partner\">Partner<\/h2>\n\n\n\n<p>The study <em>\u201cPOV: Wahlkampf\u201d<\/em> is a joint work, created through close cooperation between the Bertelsmann Stiftung and Das Progressive Zentrum. In addition to the authors, Sibylle Gr\u00f6bel, Amber Jensen, Kira Schr\u00f6del, and Hannah Fecher from the Bertelsmann Stiftung, Yannick Winkler from Johannes Gutenberg University Mainz, as well as Carla Agha Ebrahim and Jan Kjell Lange from Das Progressive Zentrum were involved in data collection and\/or analysis.<\/p>\n\n\n\n<p>The study is part of the project <em><a href=\"https:\/\/www.progressives-zentrum.org\/en\/project\/how-to-sell-democracy-online-fast\/\">How to Sell Democracy Online (Fast)<\/a><\/em> by Das Progressive Zentrum in cooperation with the Bertelsmann Stiftung and supported by Stiftung Mercator.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\"><div class=\"publication-image\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"890\" src=\"https:\/\/www.progressives-zentrum.org\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/250910_dpz_POV-Bundestag-EN_cover.png\" class=\"attachment-dpz-publication-cover size-dpz-publication-cover\" alt=\"\" sizes=\"auto, 100vw\" \/><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-font-size\" style=\"font-size:14px\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.progressives-zentrum.org\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/250820_dpz_htsd_pov-wahlkampf_studie_EN.pdf\" style=\"border-radius:0px\" target=\"_blank\" rel=\"noreferrer noopener\">To the study<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-authors\">Authors<\/h2>\n\n\n<div class=\"person-item person-view-author\"><div class=\"person-info-wrapper\"><div class=\"person-thumbnail\"><a href=\"https:\/\/www.progressives-zentrum.org\/en\/person\/paulina-froehlich\/\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/www.progressives-zentrum.org\/en\/wp-content\/uploads\/sites\/2\/2021\/11\/Paulina-Fro\u0308hlich_Das-Progressive-Zentrum_Capital-Headshots-Berlin-1-e1654766775757-600x600.jpg\" class=\"attachment-thumbnail size-thumbnail wp-post-image\" alt=\"\" sizes=\"auto, 100vw\" \/><\/a><\/div><h4 class=\"person-title\"><a href=\"https:\/\/www.progressives-zentrum.org\/en\/person\/paulina-froehlich\/\">Paulina Fr\u00f6hlich<\/a><\/h4><div class=\"person-position\">Alumna<\/div><div class=\"person-social\"><a class=\"person-email\" href=\"mailto:anfrage@progressives-zentrum.org\"><svg class=\"icon icon-envelope-o\" aria-hidden=\"true\" role=\"img\"> <use xlink:href=\"https:\/\/www.progressives-zentrum.org\/en\/wp-content\/themes\/dpz\/assets\/images\/svg-icons2.svg#icon-envelope-o\"><\/use> <\/svg><\/a> <a class=\"person-twitter\" href=\"https:\/\/twitter.com\/paulinafrohlich\" target=\"_blank\" rel=\"noopener nofollow\"><svg class=\"icon icon-twitter\" aria-hidden=\"true\" role=\"img\"> <use xlink:href=\"https:\/\/www.progressives-zentrum.org\/en\/wp-content\/themes\/dpz\/assets\/images\/svg-icons2.svg#icon-twitter\"><\/use> <\/svg><\/a> <a class=\"person-bluesky\" href=\"https:\/\/bsky.app\/profile\/paulinafroehlich.bsky.social\" target=\"_blank\" rel=\"noopener nofollow\"><svg class=\"icon icon-bluesky\" aria-hidden=\"true\" role=\"img\"> <use xlink:href=\"https:\/\/www.progressives-zentrum.org\/en\/wp-content\/themes\/dpz\/assets\/images\/svg-icons2.svg#icon-bluesky\"><\/use> <\/svg><\/a> <\/div><!-- .person-social --><\/div><!-- .person-info-wrapper --><div class=\"person-excerpt\">Paulina Fr\u00f6hlich was Deputy Managing Director and Head of the Future of Democracy Programme.<\/div><\/div><!-- .person-item --><div class=\"person-publications-list\"><div class=\"publication-list-item\"><h6 class=\"publication-list-title\"><a href=\"https:\/\/www.progressives-zentrum.org\/en\/publication\/how-to-sell-democracy-online-fast\/\">How to Sell Democracy Online (Fast)<\/a><\/h6><div class=\"publication-list-excerpt\">We investigated how political actors communicate on TikTok and Instagram \u2013 and asked young people for their opinions.<\/div><\/div><div class=\"publication-list-item\"><h6 class=\"publication-list-title\"><a href=\"https:\/\/www.progressives-zentrum.org\/en\/publication\/die-uebergangenen\/\">The Disregarded<\/a><\/h6><div class=\"publication-list-excerpt\">A study on the importance of regional perspectives for the great transformation<\/div><\/div><div class=\"publication-list-item\"><h6 class=\"publication-list-title\"><a href=\"https:\/\/www.progressives-zentrum.org\/en\/publication\/fortschritt-mit-geschwindigkeit-2022\/\">Full Speed Ahead: Progress in 2022+ \u2013 A Decade for a Just Transformation<\/a><\/h6><div class=\"publication-list-excerpt\">SPD, Greens and FDP as parties of progress<\/div><\/div><div class=\"publication-list-item\"><h6 class=\"publication-list-title\"><a href=\"https:\/\/www.progressives-zentrum.org\/en\/publication\/democratising-democracy-no-transformation-without-democratisation\/\">Democratising Democracy: No Transformation without Democratisation<\/a><\/h6><div class=\"publication-list-excerpt\">For the 2020s to become a decade of transformation, they also have to become a decade of democratisation<\/div><\/div><\/div><!-- .person-publications --><div class=\"person-item person-view-author\"><div class=\"person-info-wrapper\"><div class=\"person-thumbnail\"><a href=\"https:\/\/www.progressives-zentrum.org\/en\/person\/dr-pablo-jost\/\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/www.progressives-zentrum.org\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/250910_dpz_pablo-jost_portrait.png\" class=\"attachment-thumbnail size-thumbnail wp-post-image\" alt=\"Portrait of Pablo Jost\" sizes=\"auto, 100vw\" \/><\/a><\/div><h4 class=\"person-title\"><a href=\"https:\/\/www.progressives-zentrum.org\/en\/person\/dr-pablo-jost\/\">Dr. Pablo Jost<\/a><\/h4><div class=\"person-position\"><\/div><div class=\"person-social\"><\/div><!-- .person-social --><\/div><!-- .person-info-wrapper --><div class=\"person-excerpt\">Dr. Pablo Jost is a communication scientist at the Institute for Journalism Studies at Johannes Gutenberg University Mainz, where he completed his doctorate in 2022 on \u201cPopularity indicators in political communication research\u201d.<\/div><\/div><!-- .person-item --><div class=\"person-publications-list\"><div class=\"publication-list-item\"><h6 class=\"publication-list-title\"><a href=\"https:\/\/www.progressives-zentrum.org\/en\/publication\/how-to-sell-democracy-online-fast\/\">How to Sell Democracy Online (Fast)<\/a><\/h6><div class=\"publication-list-excerpt\">We investigated how political actors communicate on TikTok and Instagram \u2013 and asked young people for their opinions.<\/div><\/div><\/div><!-- .person-publications --><div class=\"person-item person-view-author\"><div class=\"person-info-wrapper\"><div class=\"person-thumbnail\"><a href=\"https:\/\/www.progressives-zentrum.org\/en\/person\/melanie-weiser\/\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/www.progressives-zentrum.org\/en\/wp-content\/uploads\/sites\/2\/2023\/06\/Team_Foto_Melanie-Weiser-600x600.png\" class=\"attachment-thumbnail size-thumbnail wp-post-image\" alt=\"\" sizes=\"auto, 100vw\" \/><\/a><\/div><h4 class=\"person-title\"><a href=\"https:\/\/www.progressives-zentrum.org\/en\/person\/melanie-weiser\/\">Melanie Weiser<\/a><\/h4><div class=\"person-position\">Project Manager<\/div><div class=\"person-social\"><a class=\"person-email\" href=\"mailto:melanie.weiser@progressives-zentrum.org\"><svg class=\"icon icon-envelope-o\" aria-hidden=\"true\" role=\"img\"> <use xlink:href=\"https:\/\/www.progressives-zentrum.org\/en\/wp-content\/themes\/dpz\/assets\/images\/svg-icons2.svg#icon-envelope-o\"><\/use> <\/svg><\/a> <a class=\"person-linkedin\" href=\"https:\/\/www.linkedin.com\/in\/melanie-weiser\/?locale=en_US\" target=\"_blank\" rel=\"noopener nofollow\"><svg class=\"icon icon-linkedin\" aria-hidden=\"true\" role=\"img\"> <use xlink:href=\"https:\/\/www.progressives-zentrum.org\/en\/wp-content\/themes\/dpz\/assets\/images\/svg-icons2.svg#icon-linkedin\"><\/use> <\/svg><\/a> <\/div><!-- .person-social --><\/div><!-- .person-info-wrapper --><div class=\"person-excerpt\">Melanie Weiser is a project manager working on democracy policy projects. Previously, she worked in the German Bundestag at the interface to the Federal Ministry for Economic Affairs and Climate Action and at the Alliance for Securing Democracy of the German Marshall Fund in Brussels.<\/div><\/div><!-- .person-item --><div class=\"person-publications-list\"><div class=\"publication-list-item\"><h6 class=\"publication-list-title\"><a href=\"https:\/\/www.progressives-zentrum.org\/en\/publication\/how-to-sell-democracy-online-fast\/\">How to Sell Democracy Online (Fast)<\/a><\/h6><div class=\"publication-list-excerpt\">We investigated how political actors communicate on TikTok and Instagram \u2013 and asked young people for their opinions.<\/div><\/div><\/div><!-- .person-publications -->\n\n\n\n<div class=\"wp-block-cover is-light alignfull\" style=\"min-height:304px;aspect-ratio:unset;\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-light-grey-background-color has-background-dim-90 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.progressives-zentrum.org\/en\/wp-content\/uploads\/sites\/2\/2022\/06\/dpz_2022_claim_EN_positiv_72dpi.png\" alt=\"\" class=\"wp-image-12348\" width=\"578\" height=\"57\"\/><\/figure><\/div>\n\n\n<p class=\"has-text-align-center alignsmall has-medium-font-size\">We develop and debate progressive ideas and bring together leading actors who turn thoughts into action. Our think tank\u2019s goal: making the just transformation a reality. <a href=\"https:\/\/www.progressives-zentrum.org\/en\/about-us\/\" data-type=\"page\" data-id=\"1847\">\u25b8 Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our study examines which communication styles, topics, and tones were at the center of the 2025 federal election campaign\u2019s hot phase on social media.<\/p>\n","protected":false},"featured_media":0,"menu_order":0,"template":"","tags":[439,136,447],"class_list":["post-19038","publication","type-publication","status-publish","hentry","tag-elections","tag-liberale-demokratie","tag-social-media","publication_categories-study"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>POV: Election Campaign - Das Progressive Zentrum - EN<\/title>\n<meta name=\"description\" content=\"Our study examines the social media campaigns of the 2025 German federal election, with a focus on style, topics, tone and mobilisation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.progressives-zentrum.org\/en\/publication\/pov-election-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"POV: Election Campaign\" \/>\n<meta property=\"og:description\" content=\"Our study examines the social media campaigns of the 2025 German federal election, with a focus on style, topics, tone and mobilisation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.progressives-zentrum.org\/en\/publication\/pov-election-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"Das Progressive Zentrum - 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