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Coherent campaigns? Campaign broadcast and social messaging
Online Information Review, 2016
Purpose Despite the growing use of social media by politicians, especially during election campaigns, research on the integration of these media into broader campaign communication strategies remains rare. The purpose of this paper is to ask what the consequences of the transition to social media may be, specifically considering how Senate candidates’ use of a popular social network, Twitter, is related to their messaging via broadcast media in the form of campaign advertising, in terms of content and tone. Design/methodology/approach To address this research question, a unique data set combining every tweet (10,303) and every television ad aired (576,933 ad airings) by candidate campaigns for the US Senate during the 2010 campaign is created. Using these data, tweets and ads are analyzed for their references to issues as well as their overall tone. Findings Findings demonstrate that social messaging often resembles broadcast advertising, but that Twitter nonetheless occupies a uniq...
Bread and Circuses" for the electorate: how political parties use social media to reach their voters
International Journal of Social Sciences and Humanities Invention, 2021
Elections are no longer imaginable without social media. This paper will examine how political parties use social media sites to engage with their voters. Furthermore, it will be investigated whether parties adhere to their own election programs on social media sites and whether a complex topic allocation is conducive or rather a hindrance.
Social Media and Electioneering: The Case of the United States 2016 Presidential Election
Acta Universitatis Danubius: Relationes Internationales, 2018
The 21st century has witnessed diverse technological advancement, part of which is the introduction of social media, which has permeated almost all areas of human endeavour, including politics. The 2016 American presidential elections in particular have become one of the most divisive trajectories because the social media became, in the hands of the two main candidates, Hillary and Trump, an effective tool of spreading hate, mischief and misinformation. Generally, politicians have swerved from the use of traditional media (broadcast and print) to the use of social media to car ry out their political ambition. This paper examines the role of social media in the awareness, participation, and mobilizing electorates during the 2016 presidential election. The method of analysis is descriptive and the data are drawn from secondary literature. One of the major challenges of electioneering in the 21st century is that, due to the faceless nature of the internet, social media spreads propagan...
Social Media Election Campaign
International Journal of Academic Research in Business and Social Sciences
Being confronted with an overflowing pile of information or message delivery is nothing new in the digital age. The rapid development of new social media platforms has altered the way political institutions like politicians, political parties, foundations, institutions, and political think tanks handle their election campaigns. Hence, this study seeks to identify the most discussed issues on social media during the election campaign using a systematic review method, taking into account potential articles published from January 2021 to December 2022 on Google Scholar. Variations in the terms used in this research include campaign, election, political institutions, social media, and systematic review. The author's keyword is to reflect the content of a journal that conforms to the desired essence. After the screening process and based on the title and abstract, nine studies met the criteria as per the objective of this research. Results indicate that the most discussed issues are the biographies of the candidates, followed by party ideologies and manifestos. The topics covered in this research aid in the understanding of existing issues in political campaigns. Future research should improve studies on the benefits of social media during election campaigns for both parties, candidates, and voters.
Political campaigns in the United States routinely use social networking sites as part of their strategic communication. Although digital campaigns have been a topic of scholarly interest for nearly two decades (Bimber and Davis 2003; Foot and Schneider 2006; Stromer-Galley 2014), few studies examine the relationship between public opinion polls and communicative strategies online. Our study fills this gap by looking at how voting intention polls relates to the types of campaign messages on social networking sites. We analyze Twitter and Facebook messages of all Republican, Democrat and third-party candidates (N=72) in 36 states over 7 weeks during the 2014 Gubernatorial Election. All messages from candidates' campaign accounts are coded via automated text analysis using categories including: strategic messages, calls to action, information, conversation, and ceremonial. We compare types of messages used in three different race scenarios: 1) incumbent leads the polls; 2) challenger leads; 3) statistical dead heat. Our hypothesis is that the candidate's position in the polls will drive the use of negative campaign messaging. Our results suggest that candidates who are leading, trailing, or tied in opinion polls rely on different communicative strategies and contribute to understanding the relationship between strategic campaign communication on social networking sites and public opinion polling.
Public Relations Review, 2013
Considering the integral relationship between public relations and democracy (Martinelli, 2011) coupled with the growing use of social media for democratic aims (Smith, 2011) the current study examines the effectiveness of Twitter as a public relations communications tool for congressional campaigns. Specifically, as a means of testing Twitter's effectiveness in informing and engaging voters, congressional candidate and political party Twitter use for all 435 U.S. House of Representatives races (N = 1284) are compared with 2010 election outcomes. Results indicate that candidates' Twitter use significantly increased their odds of winning, controlling for incumbency and Party ID. Additionally, significant differences between incumbents' and challengers' Twitter use during the election cycle emerged, which has important implications for public relations practices aimed at achieving democratic outcomes.
Social Media, U.S. Presidential Campaigns, and Public Opinion Polls: Disentangling Effects
The use of digital technologies by political campaigns has been a topic of scholarly concern for over two decades. However, these studies have been mostly focused on analyzing the use of digital platforms without considering contextual factors of the race, like public opinion polling data. Polling data is an important information source for both citizens and candidates, and provides the latter with information that might drive strategic communication. In this paper, we explore the relationship between the use of social media in the 2016 U.S. Presidential Elections and candidates' standing in public opinion polls focusing on the surfacing and primary stages of the campaign. We are also interested in understanding whether candidates use Twitter and Facebook in similar ways. We used automated content analysis to categorize social media posts from all 21 Republican and Democratic candidates that ran for president in 2016. Specifically, we are interested in observing whether a candidate's performance in the polls drives certain communicative strategies, such as the use of attacks and messages of advocacy, as well as the focus on personal image or policy issues.
A political campaign is carefully crafted for each candidate, to address their constituency and present the candidate and party in the best possible way. After the creation of the United States suffrage was limited to land owning white men, these men were involved in politics by reading local newspapers and visiting the politicians face to face. However as we fast forward to the 1930's President Franklin D. Roosevelt used the radio to connect with the American public, and then in 1960's Nixon and Kennedy's debate introduced the mass-produced version of face-to-face politics through televisions all over the country we begin our dissent into celebrity politics. This advance in technology has created a more opportunity for citizens to participate, as they learn more about each candidate and have easier access to the candidates themselves.