Algorithmic issue publics: A framing analysis of Alternative für Deutschland’s Facebook page

In light of the recent electoral outcomes in Germany, among other countries, understanding how content visibility intersects with user engagement on digital media platforms is crucial for contemporary democracies. Building on the extensive literature in this field, this paper empirically examines Alternative fur Deutschland’s (AfD) Facebook communication between August 2023 and March 2024, using a framing analysis and user engagement metrics. Three central communication frames are identified: 1) Socio-economic frame: The promise of change, 2) Against the elite frame: Challenging the status quo, and 3) Nation security frame: Migration as a threat. While the content of the themes may be less surprising, their trajectories may be explained by taking into account how users engage with what we term algorithmic issue publics. In conclusion, we call for further research that explores the intersection of framing practices, user engagement, and platform logics, and more specifically, their relation to automatised content creation. While the content of the themes may be less surprising, their trajectories may be explained by taking into account how users engage with what we term algorithmic issue publics. In conclusion, we call for further research that explores the intersection of framing practices, user engagement, and platform logics, and more specifically, their relation to automatised content creation.