Controlled networking: Organizational cohesion and programmatic coherence of Swiss parties on Twitter

Abstract

Political parties are under increasing pressure to extend and activate their voter bases by employing more innovative communication strategies. This article focuses on the social media platform Twitter to explore how well Swiss parties performed in terms of employing digital communication during the 2015 federal election campaign. As such, it uses the follower network as an indicator of organizational cohesion, along with two indicators of programmatic coherence based on Twitter message content. Computing density and centrality statistics allow for the quantification of these two aspects in the party networks, while the nonparametric bootstrap introduces uncertainty of the account sampling process into the analysis. Our results suggest that smaller and newer parties, as well as the Social Democrats, tend to exhibit disproportionally high levels of organizational cohesion. At the same time, most parties show comparable—and also disproportionately low—levels of programmatic coherence compared to those displayed by the Social Democrats.