“Bought Opinions” – social media as “propaganda medium” of the parties

Anyone relying solely on television and newspapers is “out of the game,” the social media expert said. This knowledge has long since reached party headquarters. Because young people in particular are almost exclusively on Instagram, TikTok & Co. with opinions and own PR messages – and that too unfiltered and without critical counterpoint.

“Messages are blown out as propaganda”
“The algorithm always validates you — whatever your opinion,” says Ploner. An easy game for parties, but quite dangerous for users. This creates ‘extreme polarizations’, which are often the breeding ground for radical views and opinions.

The solution? “You have to find someone from all spectrums who you can listen to – and follow this person on social media,” the political scientist adds to the appeal of Federal President Alexander van der Bellen.

ÖVP “better than on TV”, Kickl “should be kinder”
In the interview, the social media expert also discusses the party’s strategies as an example. The ÖVP is “trying to position itself as a team” and cover all so-called policy areas. does it work? Ploner: “Much better than on TV.” The FPÖ has a different strategy: “The blue ones always go for pain points” and rub salt into society’s wounds.

And: the FPÖ already uses artificial intelligence. “Other parties miss that.” According to Ploner, artificial intelligence will play a key role in shaping the upcoming election campaign. And this is already open, as the current ÖVP campaign shows. The political scientist also has a strategic tip for Herbert Kickl: “He should be more authoritative and friendly.”

Can you buy voters?
Money can buy almost anything these days. Also voters on social media? Indirectly yes. “Parties can buy opinions and breadth. Those who are more visible and louder are more likely to be heard” – and elected. Best example: “Donald Trump”. Social media advertising budgets can run into the millions, especially during election campaigns. Where does the money come from? From our tax pot .

In the video above you can see what intriguing dirty campaigning looks like in practice, to what extent Ploner was the trigger for the social media profile of Heinz Christian Strache and many other practical examples.