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Prof. Dr. Kenneth C. C. Yang, Ph.D.

The University of Texas at El Paso, USA

Live Streaming Influencers, Platform Characteristics, and Voters‘ Political Participation in Germany: A Mixed-Method Study of Voter Focus Group and Text Mining Research

Live streaming platforms and influencers have become essential information sources among many young demographics worldwide. These emerging communication tools can broadcast real-time audio and video content via a combination of Internet, social, videogame, and mobile platforms. Because many established mainstream media often cite these sources, live streaming influencers have become powerful in voters‘ political participation behaviors. As a result, political communication research has claimed that live streaming has emerged as an essential political communication platform to facilitate various campaign activities. The proposed research will examine the rise of live streaming platforms and influencers in Germany to study their implications in political campaign activities and effectiveness through a mixed research method of voters‘ focus group interviews and text mining mainstream and
social media discourses.
Given the growing use of live streaming platforms and influencers in political communication, this study expands previous qualitative case studies on related issues. This study will employ a mixed research method to examine the relationships between characteristics of live
streaming influencers and voters‘ political participation behaviors by collecting reflective qualitative data of past elections through a focus group method of German participants. These extracted keywords, key phrases, and topic models from the mainstream media discourses and sentiment analyses of social media help understand and interpret public opinions variations. This study will consider potential confounding variables (such as voters‘ demographics and political ideologies, platform characteristics, usage behaviors, mainstream media framing, and social media sentiment) to examine their effects on the above relationships. Implications and discussions are provided.
Keywords: Influencer Marketing, Live Streaming Platforms, Mixed Research Method, Political Communication, Sentiment Analysis, Text Mining, Topic Model, Extracted Keywords and Keyphrases, Word Cloud

Main Research Topics

  • Communication Technology
  • Icts
  • Text Mining
  • Quantitative Methods

Prof. Dr. Kenneth C. C. Yang, Ph.D.

The University of Texas at El Paso, USA

Fellow at CAIS from May to June 2023