Digital heuristics: How parties strategize political communication in hybrid media environments

This article proposes the concept of digital heuristics to model and explain political communication strategies in complex environment hybrid media systems. Insights from recent psychological research on heuristic decision-making are combined with literature current structural context features online order make case for a heuristics-oriented approach strategies. I argue that despite growing importance data analytics, increasingly dynamic uncertain environments, actors mainly design their according simple rules (heuristics) rely selective information (as well as trial error) rather than models. Analyzing interviews managers major parties Germany United Kingdom, identify conceptualize two types use: hybridity-based algorithm-based. The concludes considerations future agenda using heuristics.