Marschall: Politics has become more dynamic, communication has intensified. Certain information can be uploaded very quickly, but is often also short-lived. In connection with fake news, the credibility of information and the media is always at issue. At the same time, voters have become more choosy. Party affiliation has decreased, people take a closer look, react more sensitively to developments, and election campaigns make more sense again.
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Can only someone be successful in elections if they use all channels intensively?
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Marschall: We know surprisingly little about how important certain social media applications are for specific voting decisions. But there is a general feeling among the parties that they have to be very active in order not to miss the boat. You think you have to show a certain amount of modernity. But posters will also continue to be important.
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What advice would you give parties on how to position themselves digitally?
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Marschall: It shouldn’t be artificial or ingratiating, but authentic. And you should try not to exaggerate in order to make it clear that you come from the political field, i.e. that you are dealing with very important and serious aspects.
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Is that a lesson from what Donald Trump did for four years?
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Marschall: The Trump era certainly had a healing effect. Social media has been used many times to spread truths. This has led to increased skepticism towards this content and also to corresponding reactions from the platform operators. At the same time, it also paved the way for a more objective approach. Get less excited, get more done, that seems to be the motto.
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What is your experience with the Wahl-O-Maten?
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Marschall: Most of them already use the Wahl-O-Mat with a certain party preference, but want to compare the extent to which their favored party corresponds to their own positions in relation to the 38 theses from the Wahl-O-Mat. We are therefore addressing a politically interested audience with a certain background. I do not suspect that he has much influence on the voting decision. The Wahl-O-Mat only covers topics. In the elections, on the other hand, the personalities of the top candidates also play a major role.
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Can artificial intelligence help with political participation?
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Marschall: We often look at artificial intelligence with great misgivings and ask whether the algorithms have mastered us. But we also have to look at it constructively and consider where artificial intelligence can also use us to make better political decisions.
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Marschall: By coming to more balanced decisions in group discussions, citizens’ councils and the like. Arguments can be sorted for better evaluation. But you also have to be careful that the artificial intelligence remains transparent.
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