This Research Note investigates party advertising in newspapers and on social media (Facebook) during the 2019 general elections in Flanders, the largest region of Belgium. The 2019 elections saw a marked increase in the use of social media advertising by parties, whereas newspaper advertising saw a decline. Prior research that compares multiple types of advertising, particularly advertising on social and legacy media remains limited. As such, based on a quantitative content analysis we investigate not just the prevalence of party advertising on both types of media, but also compare the level of negativity, presidentialisation, and issue emphasis. Our analysis reveals substantial differences: we find that not only the type of advertisements varies across the platforms, but also that social media ads tend to be more negative. Finally, parties’ issue emphasis varies substantially as well, with different issues being emphasized in newspaper and Facebook advertisements.

In the light of the broader debate on the mediatization of politics, this study wants to better understand how the media perceptions and media behaviour of politicians are related to their appearances in the news. We opt for an innovative actor-centred approach to actually measure the views and actions of individual politicians. We combine surveys conducted with 142 Belgian representatives with data on politicians’ external communication behaviour and on their appearances in television news, newspapers and news websites. The results show that media behaviour is not so much related to beliefs of media importance. We do find a significant positive relationship between strategic media behaviour and media attention suggesting that politicians who put in more effort appear more often in various news media. However, this positive relationship depends on the specific form of strategic communication and the political position of the legislator. Our study adds to the mediatization literature by showing how and when politicians are successful in obtaining media attention.

This article assesses the size and diversity of Belgium’s interest group population by triangulating four data sources. Combining various sources allows us to describe which societal interests get mobilised, which interest organisations become politically active and who gains access to the policy process and obtains news media attention. Unique about the project is the systematic data collection, enabling us to compare interest representation at the national, Flemish and Francophone-Walloon government levels. We find that: (1) the national government level remains an important venue for interest groups, despite the continuous transfer of competences to the subnational and European levels, (2) neo-corporatist mobilisation patterns are a persistent feature of interest representation, despite substantial interest group diversity and (3) interest mobilisation substantially varies across government levels and political-administrative arenas.