During presidential campaigns, party members often operate Facebook pages or groups concurrently with the official communications of their respective political parties. However, there is limited evidence regarding the true motivations of these partisans, and how their efforts supplement the online strategies of the parties. Our study is based on interviews conducted with party members who ran Facebook pages to support a candidate during the 2022 French presidential campaign. It sheds light on how they managed their Facebook pages, often autonomously, to serve as supplementary tools to their grassroots tactics and ultimately to bring the campaign closer to the voters. This finding highlights the emergence of a hybrid model of online campaign organization, the partisan-managed campaigning model, which challenges both the traditional top-down model, in which the campaign is managed by the central party, and the more recent citizen-initiated campaign model.

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让竞选活动更贴近选民：Facebook 参与法国党派管理的竞选活动

在总统竞选期间，政党成员经常在运营 Facebook 页面或群组的同时，还发布各自政党的官方通讯。然而，关于这些党派的真正动机以及他们的努力如何补充党派的在线策略的证据有限。我们的研究基于对在 2022 年法国总统竞选期间通过 Facebook 页面支持候选人的党员进行的采访。它揭示了他们如何管理 Facebook 页面（通常是自主管理），作为其草根策略的补充工具，并最终拉近竞选活动与选民的距离。这一发现凸显了在线竞选组织混合模式的出现，即党派管理的竞选模式，它挑战了传统的自上而下的竞选模式（其中竞选活动由中央政党管理）和最近的公民发起的竞选活动模型。