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Einleitung -- Social Media im Mediensystem -- Die wichtigsten Plattformen -- Instrumente der kommunalen politischen Kommunikation in Social Media -- Nützliche Tools für die kommunalpolitische Social-Media-Kommunikation -- Best-Practice-Beispiele in der kommunalen Social-Media-Kommunikation.-Fazit -- Literatur.

Abstract
Under normal circumstances scandals are negative events for the scandalized persons or institutions. The communication of transgressions of norms or values, followed by public outrage is the beginning of a scandal. Media plays the most important role in what science calls 'media scandal', 'mediated scandal' or 'mediatized scandal'. The scandalized players have to react to the accusations; therefore they have to use the media to reach a broad public. Journalists have the power to control which players have the right to speak and how the scandal is communicated to the public. This article will show a new form of scandal, the so called intentional self-scandalization.1 That type of scandal, which will be shown in the field of political communication, is produced on purpose by the scandalized politicians to achieve certain communicative goals. The theory will then be demonstrated using a concrete example, the scandal of a racial campaign in Switzerland in the year 2007. The article identifies three possible reactions by journalists to this special form of scandal: Scandalizing the intended transgression, ignoring it or thematizing the strategy of the scandalized player. The text will also analyse the advantages and disadvantages of the patterns.

Chapter 1. Introduction -- Part 1: Populism and Political Scandals -- Chapter 2. Performance, Celebrity Populism, Fiction and Democracy -- Chapter 3. Two Faces of Zoran Milanovic -- Chapter 4. But Some Scandals Are More Scandalous Than Others -- Part 2: Outrage, Lionization, and Resistance in a Polarized Public -- Chapter 5. Scandal or Lionization -- Chapter 6. Inappropriateness as the Ultimate Resistance -- Chapter 7. Holding Out for a Hero -- Chapter 8. The Many Deaths of Domitian -- Part 3: Partisanship, Scandals, and Political Culture -- Chapter 9. America's First Sex Scandal -- Chapter 10. Leader Prototypicality in Party Punishment -- Chapter 11. Forty Years of Political Scandals in Germany.

Der Beitrag zeigt Ergebnisse einer empirischen Untersuchung der Facebook-Werbung während des Bundestagswahlkampfes 2021. Die Darstellung der Ergebnisse erfolgt vorwiegend mittels Principal-Component-Analysen. Es wird aufgezeigt, welche Zielgruppen und Regionen durch die im Bundestag vertretenen Parteien angesprochen wurden. Die Analyse zeigt, dass vor allem Personen anvisiert wurden, die laut den Facebook-Daten den Parteien nahestanden. Die Studie zeigt zudem, welche inhaltlichen Präferenzen durch die Parteien angesprochen wurden. Außerdem offenbaren die Daten, dass Parteien überwiegend versuchten, eigene Schwerpunktthemen als Targeting-Optionen auszuwählen. Die Ergebnisse werden dann ethisch hinsichtlich negativer Auswirkungen von Microtargeting beurteilt.

Parteien nutzen seit Beginn der 2000er Jahre zunehmend datengestützte Strategien der Wahlkampfkommunikation. Dabei greifen sie insbesondere auf politisches Microtargeting (PMT), die Identifikation und gezielte Ansprache einzelner Wähler_innen(gruppen) auf Basis von Daten, Technologien und Analysen, zurück. In der öffentlichen Diskussion steht PMT vor allem nach dem Cambridge-Analytica-Skandal stark in der Kritik. Dieser Aufsatz greift diese Debatte auf und leistet eine normative Diskussion von PMT im Lichte von demokratietheoretischen Konzepten. Es wird aufgezeigt, welche positiven und negativen Implikationen von PMT auf die Repräsentation, Partizipation und die deliberative Öffentlichkeit in Demokratien ausgehen können.

The revitalisation of canvassing in recent elections is strongly related to campaigns´ growing possibilities for analysing voter data to gain knowledge about their constituents, identifying their most likely voters and serving up personalised messages through individual conversations. The research literature about political micro-targeting hardly ever focusses on campaigns in parliamentary democracies with strict data protection laws. Based on in-depth expert interviews we introduce a framework of constraints in strategic political communication and reveal several restrictions on the macro, meso and micro levels which hinder the implementation of sophisticated data strategies in Germany. We argue that political micro-targeting highly depends on system-level contextual factors, budgetary and legal restraints, party structures and even individual decisions and knowledge on behalf of the campaign leadership.

Introduction -- Part 1 - Scandals and Digital Publics: Transformations of Power and Visibility -- Social Amplification of Scandals: One Social Media Effect -- Scandalous Criticism in the Speakers' Corner: Online and Offline Reactions to Rezo's The Destruction of the CDU and Jan Böhmermann's #neustart19 -- Are we living in a post scandal era? High-choice media environments, political polarization and their consequences for political scandals -- Part 2 - Forms, Functions, and Practices of Scandal Reporting in changing Media Environments -- Gossip as journalism and journalism as gossip: A cultural history investigation of two royal sex scandals in Sweden 1890 and 2010 -- Italian newspapers and corruption scandals coverage: the construction of the "parallel trial" -- Part 3 - Scandals, New Media and the Historical Perspective -- Early Modern Sermon and Scandalization? The Sermons of the Jesuit Georg Scherer (1540-1605) -- Revenge for Caligula!" Ludwig Quidde, Wilhelm II and the scandal of 1894 -- Having the Last Laugh: Scandalous Character Assassination in Comedy in Classical Athens and the Current-Day United States -- Part 4 - New Media, Scandals in Culture, and Public Protest -- Hips don't lie: Visual resistance to discoursal normalization of sexual violence in the Israeli SlutWalk movement -- Scandalogy Meets Field Theory. Utilizing Scandal Theory for the Analysis of Journalistic Practices Over Time -- "The Voice Kids" Scandal in Russia: How the Voiceless Found Their Voice.