Democracy & Society

The field of campaigning deals intensively with the use of social media, especially those focussing on visual content such as Instagram and TikTok, by political actors and how this influences or changes (tried and tested) communication strategies and creates new ones. Central to this is how parties and politicians try to attract public attention through campaigns and mobilise the electorate through informative or persuasive communication (user engagement). The focus is also on two areas that are not new but are increasingly characterising election campaign practice and could almost be said to represent opposing campaign strategies. The targeted use of negative campaigning and dirty campaigning as well as political satire (humour research) by parties, politicians and the media and their influence on citizens' attitudes, behaviour and emotions. Through our participation in international research networks, country comparisons as well as long-term comparisons are of particular interest to us.

Special Issue in Media and Communication on Campaigning: Dan, V., Russmann, U., Müller, P. , & Schulz, A. (Eds.) (2026). Special Issue “Communication in election campaigns: Staggering changes or same old, same old?” Media and Communication, 14. https://doi.org/10.17645/mac.i508

Participatory communication and deliberation, in the sense of inclusive, reasonable and reflective communication, can enable people to participate more comprehensively and competently in social and political life. Digitalisation in particular has led to a democratisation, but also a disruption of democracies. In addition to traditional media, there are now a large number of multipliers such as influencers on YouTube and TikTok who have a major influence on the decision-making and opinion-forming processes and therefore also on the political decision-making of their target groups. One focus in this subject area is on the quality of public political discourse as a normative maxim of democracies (including the legitimisation of decision-making processes). The quality of public communication by political actors, mass media and other multipliers as well as citizens is analysed.

We are also currently working on the development of a handbook for participatory communication, which will help Tyrolean municipalities to design, implement, improve and evaluate information, communication and participation processes at municipal level.

In April 2026, our department launched the FWF-funded research project "Influencers and Politics in the Digital Age" (grant number PIN3409725), led by Uta Rußmann. The project investigates the interactions between social media influencers, political organizations, and citizens, with the aim of understanding how these relationships shape political communication and civic engagement in the digital age.

Over the past twenty years, social media has transformed the way politics works. Nowadays, many people, especially younger generations, no longer primarily obtain political information from traditional news outlets, but rather from social media personalities they follow and trust. One group among these is political social media influencers (PSMIs): content creators who regularly explain, comment on or promote political issues, parties or candidates. Politicians and political parties are increasingly collaborating with these influencers. Influencers have been invited to major political events, supported election campaigns and, in some cases, even stood for election themselves. Political influencers often make politics appear more accessible. They explain complex issues in simple language, connect them to everyday life, and communicate in a relatable, personal style. Research suggests that they can spark interest in politics, encourage discussion and motivate people to vote or take part in campaigns. Their influence is often based on trust: followers may feel a personal connection to influencers, even if that relationship is one-sided. This sense of familiarity can make political messages seem more authentic and persuasive. At the same time, the growing influence of political influencers raises important questions. How do politicians decide which influencers to collaborate with? How do influencers balance political partnerships with maintaining trust among their followers? What role do marketing agencies or intermediaries play behind the scenes? And how do citizens react? Do online interactions translate into real-world political action? The project addresses these issues by examining the relationships between political influencers, political organizations and citizens. The project focuses on European countries that differ in terms of their political traditions, media systems and levels of regulation. By comparing these contexts, the project aims to understand how national cultures and political environments shape collaborations between influencers and politicians. The project uses a combination of interviews, surveys, social media analysis and advanced digital methods to map networks, analyze content and examine audience reactions. It explores the pros and cons of influencers' involvement in politics. On the one hand, influencers may strengthen democratic participation by engaging people who feel disconnected from traditional politics. However, they may also amplify polarization, spread disinformation, and contribute to distrust in democratic institutions. Ultimately, the project aims to improve our understanding of how political influence operates in the digital age. As social media continues to reshape public debate, the influence of intermediaries such as influencers between politicians and citizens may have lasting consequences for democracy in Europe and beyond.

Project overview
Project leader:
Duration: April 2026 – March 2030
Funding Body: Austrian Science Fund (FWF)

Project team

• Timna Moser
• David Gendrisch

Publications and media coverage

• Rußmann, Uta (2025): Wenn es auf Instagram politisch wird. In: wissenswert - Magazin der Universität Innsbruck, S. 16 - 17.