Election campaigns in hybrid media systems are characterised by the integration of newer and older media. With the rise of social media platforms, newer tools of political communication emerge, such as online campaign posters, complementing older tools, such as traditional campaign posters. This raises the question whether the newer medium online campaign posters replicates strategies of professionalised political communication (i.e. personalisation, de-ideologisation and negative campaigning), and whether major and minor parties differ in their use of these strategies in online campaign posters. Against this background, we conducted a quantitative content analysis of visual and textual elements of online campaign posters and traditional campaign posters (N = 1,069) for the 2013 and 2017 German Bundestag elections. The results indicate that online campaign posters are significantly more negative than traditional campaign posters. Moreover, the use of online campaign posters tends to moderate the inter-party competition in the social media environment.

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新媒体，旧策略？比较 2013-2017 年德国联邦议院选举的在线和传统竞选海报

混合媒体系统中的竞选活动的特点是新旧媒体的融合。随着社交媒体平台的兴起，出现了更新的政治传播工具，例如在线竞选海报，补充了传统竞选海报等旧工具。这就提出了一个问题，新媒体在线竞选海报是否复制了专业化的政治传播策略（即个性化、去意识形态化和消极竞选），以及主要政党和次要政党在在线竞选海报中使用这些策略是否有所不同。在此背景下，我们对 2013 年和 2017 年德国联邦议院选举的在线竞选海报和传统竞选海报（N = 1,069）的视觉和文本元素进行了定量内容分析。结果表明，在线竞选海报明显比传统竞选海报更消极。此外，在线竞选海报的使用往往会缓和社交媒体环境中的党际竞争。