Election candidates’ online experiences
On the digital campaign trail: Election candidates’ online experiences in the 2024 elections research report examines the experiences of those who participated in the 2024 local and general elections in Ireland.
The report is based on comprehensive surveys and in-depth qualitative interviews with candidates from both elections. Here we outline the key findings.
Usage of social media
95% of surveyed local and general election candidates reported they used social media during their 2024 campaigns.
Facebook was the most utilised social media platform with 92% of candidates surveyed utilising this platform, followed by Instagram (80%) and X (57%).
Negative online experiences
There were high rates of negative online experiences among surveyed candidates who used social media. 59% of general election candidates and 48% of local election candidates experienced one or more of the following:
- Offensive, abusive or hateful behaviour online
- Violent or intimidating behaviour online
- Behaviour that involved impersonating a candidate online
Targeting based on policy position
The research investigated whether candidates who experienced problematic online interactions believed they were targeted due to their positions on specific issues. Immigration emerged as the most common perceived trigger.
| Topic | Local Election | General Election |
|---|---|---|
| Immigration | 71% | 64% |
| LGBTQ+ issues | 31% | 33% |
| Women’s issues | 24% | 46% |
| Housing | 23% | 33% |
| Environmental stances | 20% | 23% |
Impact on candidates’ wellbeing
When candidates were asked about whether the negative experiences online had a significant impact on their psychological wellbeing and campaign strategies, high rates of anxiety were reported, especially among female candidates.
| Group | A little anxious or afraid | Very anxious or afraid | A little anxious or afraid or very anxious or afraid |
|---|---|---|---|
| Local election | |||
| All candidates | 47% | 15% | 62% |
| Female | 50% | 22% | 72% |
| Male | 45% | 9% | 54% |
| General election | |||
| All candidates | 49% | 18% | 67% |
| Female | 71% | 14% | 85% |
| Male | 36% | 20% | 56% |
Barriers to reporting negative online experiences
While the level and range of targeted online abuse was reported as being high, only a minority filed reports with the hosting platforms.
42% of local election candidate respondents and 31% of general election candidates who experienced relevant online behaviours indicated that they, or someone on their behalf, had made a report to at least one platform.
General election: About 7 in 10 candidates who encountered negative online behaviours did not report them to platforms.
Local election: About 6 in 10 candidates who encountered negative online behaviours did not report them to platforms.
Reasons for not reporting?
Reasons for not reporting such behaviours included:
- scepticism that platforms would take meaningful action,
- time constraints during a busy campaign,
- desensitisation to online hostility and
- a desire to maintain a positive mindset.