Abstract:

Political communication as participation of citizens in political decisions and public discussion is a topic for the entire EU. It has become even broader through the expansion of communication possibilities via digital media and the WEB 2.0 development with self-generation of content in social media on the internet has become even more important in scientific observation. The research results to date have focused on quantitative methods that look at the frequency of political communication. In addition, the analysis focuses on the recipients who react to the content of politics and politicians. As this has opened up a research gap, the present research design has taken a step to change the perspective. Looking at the politician side is important because comparative research can fully map the effect of political communication. To this end, under the research question 'How do politicians reflect on their political communication on social networks with citizens regarding controversial topic areas?', qualitative research was conducted with German local politicians in the form of leading question interviews. In the analysis of the statements, it can be seen that politicians rely very heavily on party guidelines in their content, but also show independent activity on critical topics, albeit to a small extent, without straying far from the prescribed party lines. In addition, a very ambivalent attitude towards social media in political communication is evident.