Social Media and the Deliberative Disintegration of Political Communication: Citizen-Candidate Dynamics on Facebook During Electoral Campaigns

Abstract

This study explores the dynamics of citizen-candidate communication on Facebookduring the 2024 local elections in Bucharest, focusing on how digital platformsshape political discourse and civic engagement. Using content analysis, it examinesthe campaign strategies of three major contenders—Nicușor Dan, Gabriela Firea,and Cristian Popescu-Piedone—highlighting patterns of policy framing, negativecampaigning, populist rhetoric, and the interplay between emotional and factualappeals. In parallel, the analysis investigates voter interactions, assessing engagementintensity, discursive diversity, incivility, and ideological polarization. Findings revealthat instead of fostering inclusive deliberation, Facebook acted as a catalyst fordeliberative disintegration, amplifying fragmentation, reinforcing echo chambers, andundermining democratic resilience. The results raise important questions about theplatform’s role in shaping public discourse and the quality of electoral communicationin algorithmically curated environments.