Publication details
Negativity and negative campaigning in EP elections in the Czech Republic
| Authors | |
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| Year of publication | 2026 |
| Type | Chapter of a book |
| MU Faculty or unit | |
| Citation | |
| Description | This chapter examines the prevalence, targets, and effects of negativity and negative campaigning on Facebook during the 2024 European Parliament election campaign in the Czech Republic. Drawing on manual content analysis of 2,241 Facebook posts published in the final four weeks of the campaign (May 11–June 9, 2024) by major parties/coalitions and prominent candidates, the study distinguishes between general negative tone and targeted negative campaigning. Using descriptive comparisons and generalized linear mixed models with account-level random effects, the analysis shows that negativity was widespread but unevenly distributed: it was most pronounced among opposition actors—particularly radical-right and protest-oriented parties—while governing parties used negative appeals more sparingly and often reactively. The national government emerged as the most frequent target of attacks, with EU-related criticism concentrated mainly among radical challengers and often tied to sovereignty, migration, and value-based themes. Contrary to common assumptions about visual amplification, images and videos were generally less likely to accompany negative messages, except in anti-EU posts where visuals played a stronger symbolic role. Finally, negative content was associated with higher numbers of reactions but tended to generate fewer comments and shares, suggesting attention and emotional response rather than broader diffusion or deliberative engagement. |
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