{"id":19194,"date":"2025-11-30T14:50:31","date_gmt":"2025-11-30T13:50:31","guid":{"rendered":"https:\/\/www.progressives-zentrum.org\/en\/?post_type=publication&p=19194"},"modified":"2025-12-18T14:58:47","modified_gmt":"2025-12-18T13:58:47","slug":"how-to-sell-democracy-online-fast","status":"publish","type":"publication","link":"https:\/\/www.progressives-zentrum.org\/en\/publication\/how-to-sell-democracy-online-fast\/","title":{"rendered":"How to Sell Democracy Online (Fast)"},"content":{"rendered":"\n
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Political content flickers across millions of mobile screens, mainly in the form of clips lasting no more than two minutes, and, whether consumed consciously or unconsciously, has a lasting impact on the political mindset of its recipients. The problem is that, despite growing efforts, moderate democratic actors continue to achieve less success in communication than populist and radical forces. Democratic actors face the important task of learning How to Sell Democracy Online (Fast)<\/strong>.<\/p>\n\n\n\n

Our study should therefore also be seen as a guide for democratic actors who want to strengthen their social media presence and further develop their media literacy in order to offer young people attractive democratic information and identification opportunities. After all, at a time when democracies are under pressure in many places, teaching democratic values and attitudes is anything but a minor issue. This is not about mere click rates or short-term election advertising, but about building a vibrant democratic culture that also flourishes in the digital space and inspires enthusiasm.<\/p>\n\n\n\n

Method<\/h2>\n\n\n\n

The study \u2018How to Sell Democracy Online (Fast)\u2019 examines political communication on social media. It is based on an AI-supported content analysis of around 31,000 short videos by political actors and influencers on Instagram and TikTok between June and December 2024. This was supplemented by a representative online survey, four focus group discussions and a quantitative selection experiment on selection criteria for short videos \u2013 each involving young people aged between 16 and 27. This enabled the authors to determine what and how political actors communicate on social media, how young users evaluate this communication, and what expectations they have of it. Based on the results, the authors derive 13 recommendations for successful political communication on short video platforms.<\/p>\n\n\n\n

Results<\/h2>\n\n\n\n
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EXECUTIVE SUMMARY<\/a><\/div>\n<\/div>\n\n\n\n

\u201cHow to Sell\u201d in a Nutshell<\/h2>\n\n\n\n
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Download Poster<\/a><\/div>\n<\/div>\n\n\n
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Melanie Weiser<\/a><\/h4>
Project Manager<\/div>
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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>
POV: Election Campaign<\/a><\/h6>
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.<\/div><\/div><\/div>
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Paulina Fr\u00f6hlich<\/a><\/h4>
Alumna<\/div>
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Paulina Fr\u00f6hlich was Deputy Managing Director and Head of the Future of Democracy Programme.<\/div><\/div>
POV: Election Campaign<\/a><\/h6>
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.<\/div><\/div>
The Disregarded<\/a><\/h6>
A study on the importance of regional perspectives for the great transformation<\/div><\/div>
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Democratising Democracy: No Transformation without Democratisation<\/a><\/h6>
For the 2020s to become a decade of transformation, they also have to become a decade of democratisation<\/div><\/div><\/div>
\"Portrait<\/a><\/div>

Dr. Pablo Jost<\/a><\/h4>
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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>
POV: Election Campaign<\/a><\/h6>
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.<\/div><\/div><\/div>
\"Portrait<\/a><\/div>

Hannah Fecher<\/a><\/h4>
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Hannah Fecher is a research assistant at the Chair of Political Communication at the Institute of Journalism Studies at Johannes Gutenberg University Mainz.<\/div><\/div>\n<\/div>\n\n\n\n
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FULL STUDY<\/a><\/div>\n<\/div>\n\n\n\n
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Authors<\/h2>\n\n\n
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Melanie Weiser<\/a><\/h4>
Project Manager<\/div><\/div>
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Paulina Fr\u00f6hlich<\/a><\/h4>
Alumna<\/div><\/div>
\"Portrait<\/a><\/div>
<\/div>

Dr. Pablo Jost<\/a><\/h4>
<\/div><\/div>
\"Portrait<\/a><\/div>
<\/div>

Hannah Fecher<\/a><\/h4>
<\/div><\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n
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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. \u25b8 Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

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