It’s Getting Personal: Personalisation of political campaigns in four Prague districts during the 2018 Czech Senate elections

In October 2018 Senate elections were held in the Czech Republic. In the capital city of Prague, 41 candidates – both party members and independents – contested for the votes of the electorate of four districts. The goal of this article is to analyse the electoral campaigns which were conducted within these four districts in the online sphere of the social media site Facebook. Through complementary quantitative and qualitative methods, this text focuses its attention on the communication of the candidates themselves, but also on the reactions of the electorate in the environment of social media. Employing qualitative content analysis of the topics addressed by the candidates, sentiment analysis of user commentaries and quantitative analysis of posting frequency and followership, this article examines whether the candidates who led an active personalised campaign were more successful than the candidates who communicated with the public only sporadically and with less personalisation. The aim is to explore how the campaigns of successful candidates were conducted and to accentuate that social media is becoming more important in the campaigns of individual candidates, but that they are not a panacea for non-partisan candidates without an established supporter base and financial resources.