Algorithmic visibility and the challenge of mediatized politics

This research explores the impact of platform society on political communication, with a focus on the increasing personalization of the political arena and the phenomenon of the permanent campaign, both of which are becoming more prominent within today’s hybrid media system. The primary aim of the study is to analyse how political leaders use social media to establish ongoing forms of engagement with the electorate, strengthen their reputational capital, and contribute to the polarization of public discourse. The central research questions investigate how social media influence the construction of political leadership and what dynamics of disinformation emerge within the context of the permanent campaign. The findings aim to highlight the correlation between the intensity of leaders’ digital presence and ongoing political conflict – both within and between coalitions – often accompanied by disinformation phenomena. Ultimately, the study seeks to develop guidelines for responsible political communication, promoting transparency and trust in the democratic process. This contribution aims to enrich academic debate and provide practical tools for better governance of the political-digital ecosystem.