Political Knowledge to Go: An Analysis of Selected Political Influencers and Their Formats in the Context of the 2021 German Federal Election

Abstract

This study provides insights into the role of political social media influencers (PSMI) as relatively new actors in political communication. It examines their content and motives in the context of elections. Considering the German federal election in 2021, it uses content analysis of 20 PSMI offers with 301 pieces of content and a supplemental online survey to explore how PSMI communicated on various platforms/formats (Instagram posts/videos, podcast episodes, TikTok, YouTube) in the 2 months before the election. The findings show that the PSMI in this sample, who were all nominated for an award, provided (basic) political knowledge for a broad target audience without significant prior knowledge. In line with this, the findings further reveal that while the content of the PSMI overall was characterized by a high density of information, their density of opinion or self-presentation was comparatively low, with platform affordances influencing these characteristics. This corresponds to the motives stated by the PSMI in the supplemental online survey. While the findings for the PSMI in our sample are to some extent in line with role conceptions of journalists in Germany—the sample spans from professional journalists to influencers without any connection to journalism—they diverge in other respects from routines of the profession. The findings of our country-specific contribution allow for a more systemic understanding of PSMI, especially in the context of elections, by highlighting that they can add to information sources available by offering (basic) political education, especially for a young target audience on social media.