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Political orientation of Dutch media landscape!

3 minute read

Storyclash analyzed the social engagement of 434.000 dutch people over 14 days to find out more about the Dutch media landscape and its political orientation.

The US election campaign was one of the first indicators that the world is entering what is perceived to be a post-journalistic era. Days before the eagerly awaited parliamentary election, the Dutch also realized that politically relevant opinion-making is no longer exclusively limited to print media and television - but is in fact increasingly happening online.

The Dutch already voted on Facebook!

In the current election in the Netherlands around thirteen million voters are making up their minds on whom to vote for. 28 parties competing fiercely for each vote. Traditionally we expect citizens to express their decision mainly on paper in the polling booth. But the Dutch have basically already chosen in the course of the last two weeks – on social media platforms. Facebook and Twitter and similar online media channels have long outpaced the traditional news providers . The Dutch election campaign is only one of the prime manifestations of this tendency.

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Including party leader Gert Wilders, the "PVV" party succeeded in achieving a total of 135,588 interactions in the last two weeks, which decisively shaped the election campaign on Facebook. Following closely in these footsteps is the Partij voor de Dieren, an animal rights centered party of Marianne Thieme, with 102.584 interactions.

The left-wing opposition party SP was able to achieve 88.831 interactions and therefore securing place three on Facebook, the last place on the podium. The VVD has significantly increased its lead in the polls and is now up to 20 percent. The party of Prime Minister Mark Rutte benefited mainly from the diplomatic conflict with Turkey in the past days, thus getting 85.275 interactions and obtaining the 4 th rank.

Show me what you share and I can tell you whom you will vote for!

In the course of the Dutch campaign, Storyclash analyzed which media correlated with which kind of political sentiments. Our goal was to depict the political orientation of followers of several Dutch media on the internet.

Select the drop down below, to view the political orientation of the biggest dutch publishers:

[infogram id="_/DsiC79B758gn4CMVfA4a" prefix="LYO" format="interactive" title="Political orientation of Dutch media landscape"]

Dutch media landscape and its political orientation

What was striking to our team was the strong right-wing political attitude of the followers of "de Telegraaf". De Telegraaf is a supra-regional boulevard newspaper with the highest circulation in the Netherlands. It contains many sensational stories and thus resembles the German “Bild”. What was furthermore interesting was to examine "De Volkskrant"(the people´s magazine), another Dutch supra-regional daily newspaper with a catholic founding background. This paper is mainly supported by users, who also show strong tendencies towards the GroenLinks party. Omroep Brabant - the Netherlands public regional television and radio broadcaster -displays the highest diversity in political opinion of its followers on Facebook.

The following diagram shows the amount of political interactions of media followers compared with the total likes on the facebook posts. (Green = likes on the media page, Red = people who also liked politically related posts.)

[infogram id="_/NNMQF4u4dOdZY5YiPXZ7" prefix="5PU" format="interactive" title="Embed Political Orientation of the Dutch Media Landscape"]

About Storyclash:
Storyclash is a social media monitoring tool and shows what effects content in social networks has in real-time. The media and companies can observe which posts from their pages or those of competitors are shared, liked and commented on most frequently by users of Facebook and Twitter. In addition, the software recognizes viral posts all over the world within minutes and shows which trends should quickly be responded to. This allows for a maximum coverage of social networks.

Further political rankings can be found here.

(Lisa Gutzelnig/ Storyclash)