| Summary/Abstract |
This article analyzes social media presence of all parties, leaders, and candidates (PLCs) during Israel’s 2015 electoral campaign, within a transformational era for online campaigns. The article adheres to the theoretical frameworks of normalisation/equalisation hypotheses and personalised politics. Its research design is based on a cross-platform analysis. Findings indicate not only a centralised personalisation trend but rather a depersonalised web sphere. Leaders are more prominent online compared to other candidates; and parties out-perform their leaders, too. Furthermore, findings point to a normalised web sphere, even when referring to new and trendy platforms, revealing that the chances of political newcomers entering the parliamentary arena are scarce.
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