Analysis of political communication and strategy used in online media during the 2021 Albanian election campaign: a case study, by MSc. Era JAUPI, Assoc. Prof. Dr. Belina BUDINI

By, MSc. Era JAUPI, Assoc. Prof. Dr. Belina BUDINI

Abstract

This paper is an empirical research which brings its focus to the detailed analysis of the elements of political communication during an electoral campaign developed in 2021 in Albania. This includes speeches, messages, public appearances, compliance with the rules against the COVID virus, verbal and non-verbal communication and more. The analyses focus on all these elements in the case study of the prime-minister’s online platforms. The purpose of this scientific research is to find out whether the elements of political communication used by prime-minister Edi Rama on social media were prominent and influential in the 2021’s campaign. The study is empirical based on the analysis of social media, speeches and news delving further into the amount of posts that appeared on social networks as well as conducting ethnographic analysis of elements of online political communication used by the prime-minister in the election campaign March 25 – April 27, 2021.