Digital political communication in the European Parliament: a comparative analysis of Threads and X during the 2024 elections

Abstract

In an era marked by digital transformation and political polarization, the European Union faces significant challenges in maintaining effective communication and public trust. This study examines the European Parliament’s use of Threads and X (formerly Twitter) during the 2024 European Parliament elections, analyzing the types of content published, multimedia resources employed, and engagement generated on both platforms. Using a quantitative content analysis of 171 posts from the official English-language accounts, this research identifies key differences in communication strategies across platforms. Findings reveal that X prioritizes video content, mentions, and reposts, fostering higher user engagement, whereas Threads leans toward infographics and a more informative approach. The study highlights the fragmented nature of digital political communication and underscores the necessity for the European Parliament to adapt its strategies to the dynamics of each platform. These insights contribute to a broader understanding of institutional communication in an evolving digital ecosystem and its implications for electoral mobilization and public discourse.