Political communication in the digital environment: an analysis of the 2020 municipal election campaigns on Facebook

Abstract In this article, we analyze the official campaigns of the candidates for city halls of all Brazilian state capitals in 2020 on Facebook. Using descriptive statistical techniques and frame analysis, we observe the best performing actors and narratives on the network and their main characteristics, such as positioning on the political spectrum, frames, alignments, and communication resources. Our results show the reaction of leftists on the social network following the 2018 elections, analyzing the posts on the profiles of small parties, which used the platform mainly to discuss the wider political conjuncture and identity issues. However, negative campaign practices and giving priority to themes with subjective appeal, such as family and religion, remained a trend, especially among pages supporting Bolsonaro, the most referenced politician during the election.