Political Communication Strategies on Social Media: Analyzing Public Engagement and Digital Campaign Narratives

Abstract

This study examines political communication strategies on social media by analyzing public engagement and digital campaign narratives within contemporary communication environments. The research aims to investigate how political actors construct persuasive digital narratives, utilize interactive communication strategies, and influence audience participation through social media platforms. This study employs a qualitative research method using a case study design combined with digital discourse analysis because these approaches enable comprehensive exploration of communication patterns, symbolic narratives, and audience interaction within digital political campaigns. The research was conducted across major social media platforms, including Instagram, X, TikTok, Facebook, and YouTube, as these platforms represent dominant spaces for contemporary political communication and public engagement. The study involved twelve informants consisting of political communication strategists, digital media consultants, content creators, journalists, academics, and active social media audiences selected purposively based on their experience and involvement in digital political communication activities. The findings reveal that emotional storytelling, agenda framing, visual branding, and interactive communication significantly influence audience engagement and political participation. The research recommends the implementation of ethical, participatory, and transparent political communication strategies to strengthen democratic interaction and minimize misinformation within digital communication ecosystems.