Przegląd Europejski – European Studies Quarterly

The 2024 European Parliament election campaign: the use of Facebook, Instagram, and X

2026, No. 2

Wojciech Walczak

0009-0000-5679-0740

University of Warsaw (Warsaw, Poland)

DOI

10.31338/1641-2478pe.2.26.2

Publication date

24.08.2026

Submission date

03.05.2026

Acceptance date

17.07.2026

Publishing model

open access

Field

Social sciences

Discipline

political and administrative sciences, international relations, sociology, law, economics and finance, management and quality studies, social communication and media studies

Language of publication

Polish

Number of views:14

Number of downloads:0

Crossref citations:0

Altmetric score:0

Abstract

The aim of this article is to determine the scale and methods of social media utilising by Polish politicians in the 2024 European Parliament (EP) elections. The quantitative study considered the use of Facebook, Instagram, and X platforms by selected candidates. The data collected allows us to conclude that social media play a supporting role to traditional campaigning methods. There are clear differences in usage between those media to run an image-oriented or issue-oriented campaign. A content analysis of election communication confirms the presence of Americanisation and personalisation. Moreover, it justifies the designation of the 2024 EP elections in Poland as second-order elections.

Keywords:

European Parliament (EP),election campaign,political communication,social media,political marketing

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