Political issues (Self-Presentation of Political Actors)
Political issues, in general, focus on the content of political actors' communication and most often describe either the main issue or several issues that are in the focus of a political actor's statement or any other relevant text (e.g., press release, news article, tweet, etc.). The basic premise of analyzing political issues in the self-presentation of political actors is that one major goal of political actors' communication is to place specific issues on the political agenda (Strömbäck & Esser, 2017). Political issues are most often coded based on a list of pre-defined issues that refer to different policies and sometimes also to polity or politics. The scope and detail of the individual issues depend on the purpose and the focus of the analysis. Field of application/theoretical foundation: Apart from being a common descriptive and control variable, the coding of issues in political actors' communication can serve as the basis for more complex variables or concepts such as agenda building or issue ownership. Agenda building, at large, refers to the process of how media content is shaped by societal forces (Lang & Lang, 1981). With regard to analyses of politicians' self-presentation, most work focuses on the processes of communication by which political actors aim to obtain media coverage for their issues (Norris et al., 1999; Seethaler & Melischek, 2019). Analyses on agenda building usually compare issue agendas between at least two different forms of communication, e.g., between channels where political actors have high control (such as press releases, party manifestos, social media messages) and journalistic outlets where political actors have less control (e.g., Harder et al., 2017; Kiousis et al., 2006; Seethaler & Melischek, 2019). Content analyses on agenda building usually start by, first, identifying relevant issue fields and categories (inductively or deductively). Second, the dominant political issues in political actors' communication and/or other forms of communication (e.g., ...