A new face of political advertising? Synthetic imagery in the 2025 German federal election campaigns on social media

Inhaltsverzeichnis

Bibliographische Infos

Cover der Ausgabe: SCM Studies in Communication and Media Jahrgang 14 (2025), Heft 4
Open Access Vollzugriff

SCM Studies in Communication and Media

Jahrgang 14 (2025), Heft 4

Autor:innen:
Verlag
Nomos, Baden-Baden
Copyrightjahr
2026
ISSN-Online
2192-4007
ISSN-Print
2192-4007

Kapitelinformationen

Open Access Vollzugriff

Jahrgang 14 (2025), Heft 4

A new face of political advertising? Synthetic imagery in the 2025 German federal election campaigns on social media

Autor:innen:
ISSN-Print
2192-4007
ISSN-Online
2192-4007
Kapitelvorschau:

Die Zunahme von KI-generierten Inhalten stellt eine neue Herausforderung für die politische Kommunikation dar. Da synthetische Medien sich stetig weiterentwickeln und immer zugänglicher werden, muss ihre Rolle für die Meinungsbildung der Wähler*innen und für die öffentliche Debatte genauer untersucht werden. Die vorliegende Studie befasst sich mit der Verwendung KI-generierter Bilder im Wahlkampf zur Bundestagswahl 2025 und zeichnet deren Verbreitung, strategischen Einsatz und Transparenz nach. Anhand einer Inhaltsanalyse der Instagram-Beiträge der großen deutschen Parteien und ihrer Jugendorganisationen in den sechs Wochen vor der Wahl identifizieren wir KI-generierte Bilder, analysieren die Kennzeichnungspraktiken und untersuchen ihre kommunikativen und ideologischen Funktionen. Außerdem vergleichen wir die Unterschiede in der Akzeptanz und Nutzung der Bilder durch die verschiedenen Parteien, um mögliche Auswirkungen auf demokratische Prozesse zu bewerten. Unsere Ergebnisse zeigen, dass die rechtsextreme Alternative für Deutschland (AfD) deutlich mehr synthetische Bilder verwendet als andere Parteien. Diese KI-generierten Bilder sind überwiegend fotorealistisch und oft nicht eindeutig gekennzeichnet, was Bedenken hinsichtlich der Transparenz und einer möglichen Täuschung der Wähler aufkommen lässt. Die AfD nutzt solche Bilder in erster Linie für emotionale und ideologische Botschaften und setzt KI-generierte Inhalte ein, um ihre politischen Narrative zu verstärken und Unterstützung zu mobilisieren. Unsere Ergebnisse liefern eine strukturierte Bewertung von KI-generierten Inhalten in der deutschen politischen Kommunikation, die die potenziellen Risiken hervorhebt, die mit der unkontrollierten Verwendung solcher Inhalte verbunden sind. Unsere Forschung dient auch einer breiteren Diskussion über die ethischen Implikationen synthetischer Medien in demokratischen Gesellschaften.

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