An enriched, multimodal social media dataset of a UK General Election campaign

This article introduces a dataset of all posts by candidates during the 2024 General Election in the United Kingdom with a presence on the $\mathbb{X}$ (formerly Twitter) platform. The article relies on a crowd-sourcing innovation in the United Kingdom that, for the first time, provided researchers with early access to a regularly updated candidate list prior to the start of the election. This made it possible to collect real-time data on candidate posts for 1,603 candidates across 54 separate political parties. Additionally, we download and store 99,846 images and 15,982 videos posted within tweets. We enrich the data with the realized vote count and vote share for each candidate as well as text transcripts extracted from the audio of video posts. Overall, the dataset provides a uniquely comprehensive collection of online campaigning material for an election campaign and will be of considerable value to scholars of political communication, elections, and democratic responsiveness. We also analyze the topics and tone—focusing on negativity—across different media formats to identify patterns in the content and style of candidate communication across parties.