The attack ad election: Inside the parties' Facebook campaigns
New research indicates a significant rise in negative campaigning in New Zealand politics, with major parties National and Labour dedicating over half of their Facebook posts to attacks. The study highlights an unusual focus by the National Party on Green Party co-leader Chlöe Swarbrick.
Why it matters
The shift toward aggressive social media campaigning reflects changing political communication strategies and potential impacts on voter perception and democratic discourse.
<p>Negative campaigning has surged since 2020, with National and Labour each devoting more than half their Facebook posts to attacks, new research shows.</p> <p><b>By Lillian Hanly for </b><a href="https://www.rnz.co.nz/news/politics/2355641/the-attack-ad-election-inside-the-parties-facebook-campaigns" target="_blank"><b>RNZ</b></a></p> <p>An analysis of 2222 posts made by political parties and their leaders between October 5 and November 1 deemed National to be the most negative campaigner.</p> <p>National published 371 negative posts, about 66% of its total, followed by Labour with 214, or about 51% of its total.</p> <p>Victoria University of Wellington political scientist Dr Mona Krewel said it was a "massive increase" since 2020, when about 13% of the posts analysed were negative.</p> <p>New Zealand First, ACT, the Greens, Opportunity and Te Pāti Māori were all below 40% this election, with Te Pāti Māori the lowest at 16%.</p> <p>The research, by the university's Internet, Social Media and Politics Research Lab, also revealed differences in who the two major parties were…
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