Latvian parties intensify battle for voters' attention on social media ahead of Saeima elections
With the Saeima elections months away, 13 parties are using AI, short videos, and emotional messaging to attract voters, but experts urge the electorate to critically assess promises.
With only a few months left until the Saeima elections in October, political parties have already launched active campaigns to capture voters' attention. The Central Election Commission reports that 13 political parties have submitted candidate lists. According to the latest ratings, the top five parties are 'Latvija pirmajā vietā' (LPV), 'Apvienotais saraksts' (AS), 'Suverēnā vara' (SV), 'Progresīvie', and 'Nacionālā apvienība' (NA).
Several trends stand out in the pre-election campaigns. One of the most current tools is artificial intelligence, already used in political campaigns worldwide. An analysis of parties' social media profiles shows that LPV and its leader Ainārs Šlesers frequently post AI-generated videos, while the use of AI is not identifiable in other parties such as 'Progresīvie', AS, SV, and 'Jaunā Vienotība'.
Social media has become the main platform for political campaigns. According to a study by the Ministry of Culture, 90% of Latvian residents use social media, while about 85% watch TV or listen to the radio. Parties are actively communicating on Facebook, Instagram, and TikTok, publishing short videos and content optimized for mobile devices.
Emotional messaging is another popular strategy. LPV often uses fear, for example, by claiming that expanding LGBT rights threatens traditional families. SV, on the other hand, emotionally communicates about the Ukrainian flag at state institutions, implying that citizens themselves need to address such issues. In contrast, 'Jaunā Vienotība', AS, and 'Progresīvie' employ a more rational communication style.
Experts warn that excessive use of artificial intelligence or emotional messages can distract from the core question – the feasibility of party promises. Before heading to the polls in October, voters are advised to carefully evaluate party programs.
