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The rise of social media has introduced newfound complexity to political communication, influencing parties’ responses to unfolding events. Parties are able to reshape more significantly the dissemination and perception of information among citizens. Despite this, research into social media dynamics beyond election periods remains limited, with little knowledge on how social media platforms have shaped conventional assumptions of political communication. This article delves into the communication tactics employed by German political parties on Facebook in response to Russia’s full-scale invasion of Ukraine. Through topic modeling analysis, distinct communication strategies of government and opposition parties are revealed, alongside a swift reversion to pre-crisis communication norms. These observations underscore the fluidity of party communication on social media platforms, providing valuable insights into crisis communication strategies and the intricate dynamics of online political discourse.
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ICAR Research Data Repository for Knowledge Management