Parties’ Issue Emphasis Strategies on Facebook

In recent years, a significant amount of research has been devoted to theorising and explaining parties’ vote-seeking behaviours with regard to emphasising certain policy domains and ignoring others. These strategies are largely determined by the parties’ issue ownership and the context of the competition. In this article, I explore the interaction between these two groups of factors, that is, how a given party type and its role within the party system moderate the political actor’s responsiveness to various unfolding events. The study uses a collection of Facebook posts published by the official profiles of some of the Polish political parties. I demonstrate that the competitors develop distinct strategies of issue emphasis in accordance with the incentives coming from the events that occur on the one hand and their strengths and weaknesses related to certain issue domains on the other.