Political scientist Kažoka: parties now chase social media reactions instead of long-term planning

Political scientist Iveta Kažoka discussed changes in political parties' strategic thinking during an appearance on the Latvian Radio programme "Brīvības bulvāris".

From long-term planning to momentary reactions

According to Kažoka, at the start of the century political parties planned their activities with a long-term outlook, thinking at least four years ahead toward the next election. Today, she said, the situation has changed: parties are constantly trying to gauge what will provoke a stronger reaction from voters in the moment, orienting their actions primarily around social media.

Effect on the political environment

The political scientist noted that this approach significantly increases instability in the political environment. The intensity of political events has grown, and this also creates heightened nervousness among politicians themselves. In Kažoka's view, this shift toward chasing short-term reactions on social media rather than pursuing a strategic, long-term vision is one of the factors shaping the character of the current election campaign — why it feels especially long and intense.