Presidential Campaigning and Social Media: An Analysis of the 2012 Campaign

Paperback | July 4, 2014

byJohn Allen Hendricks, Dan Schill

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Presidential Campaigning and Social Media: An Analysis of the 2012 Campaign provides an analysis of how political communication has evolved in the twenty-first century and the role of new media technologies in the American democratic process. This is the first book to provide a detailedexamination of the role social media and social networking sites (SNS) such as Facebook, Twitter, YouTube, Tumblr, Google+, Instagram, Pinterest, and others played in the 2012 Republican presidential primaries and the general election campaign. Using both quantitative and qualitative methodological approaches, this book thoroughly examines the 2012 campaign's use of each form of social media technology and social networking sites (SNS) and considers which strategies proved effective in connecting with and motivating the electorate to vote.The book's chapters are divided into five areas of analysis that include social media's role in: 1) the process of political communication, 2) political knowledge, 3) presidential primary elections, 4) the presidential general election, and 5) voter and media engagement throughout all stages of the2012 campaign. New media technologies will continue to be a juggernaut in future political campaigning and this book capitalizes on what the convergence of these factors produced in the 2012 election.

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Presidential Campaigning and Social Media: An Analysis of the 2012 Campaign provides an analysis of how political communication has evolved in the twenty-first century and the role of new media technologies in the American democratic process. This is the first book to provide a detailedexamination of the role social media and social ne...

John Allen Hendricks (Ph.D., The University of Southern Mississippi) is chair of the Department of Mass Communication and is a Professor at Stephen F. Austin State University (SFA) in Texas. Dr. Hendricks has published six books on the topic of social media/new media technologies in politics and society including: Communicator-in-Chief...

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Format:PaperbackDimensions:352 pages, 9.25 × 6.12 × 0.68 inPublished:July 4, 2014Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199355843

ISBN - 13:9780199355846

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Table of Contents

PrefaceAcknowledgementsAbout the EditorsAbout the ContributorsForewordI: Social Media and Political Communication1. John Allen Hendricks and Dan Schill: "The Presidential Campaign of 2012: New Media Technologies Used to Interact and Engage with the Electorate"The 2012 Republican Primary and Social MediaSocial Media PlatformsGeneral ElectionPresidential Campaigning and Social MediaSocial Media and Changing American DemographicsOverview of the Book2. Daniela V. Dimitrova: "The Evolution of Digital Media Use in Election Campaigns: New Functions and Cumulative Impact"Social Media Growth, Age and PartisanshipCharacteristics of Digital MediaMultiple Opportunities for Political EngagementLower Cost of Citizen ParticipationInteractivityData Tracking and Data MiningDifferential ImpactsMethodResultsDiscussion3. Emma Svensson, Spiro Kiousis, and Jesper Strombeck: "Creating a Win-Win Situation?: Relationship Cultivation and the Use of Social Media in the 2012 Campaign"The Promise of Digital and Social MediaThe Philosophy - Mutual Beneficial ValueInput - The Willingness to AdoptOutcomes - Long-term Commitment, Trust and LoyaltyMaintenance - Strategies for Sustaining and Strengthening the RelationshipMethodRelationship Cultivation Strategy MeasurementsResultsDifferent Strategies in Different ChannelsHelping the Candidate - Different Types of CollaborationDiscussionII: Social Media and Political Knowledge4. Jody C. Baumgartner, David S. Morris, and Jonathan S. Morris: "Of Networks and Knowledge: Young Adults and the Early 2012 Republican Presidential Primaries and Caucuses"Social Networks and KnowledgeAge and Social Network Usage PatternsSocial Media Use and Campaign Knowledge: ExpectationsMethodAnalysis: Political Use of Social Networking Sites and Political KnowledgeDiscussion5. Terri L. Towner and David A. Dulio: "Technology Takeover?: Campaign Learning during the 2012 Presidential Election"Political KnowledgeType of Information SourceResearch Questions and HypothesesMethodDependent VariablesControl VariablesMedia Use VariablesTesting ProceduresResultsDiscussion6. Kjerstin Thorson, Emily K. Vraga, and Neta Kligler-Vilenchik: "Don't Push Your Opinions on Me: Young Citizens and Political Etiquette on Facebook"Facebook as a Context for Doing PoliticsThe Research ContextContext Collapse and the Networked AudienceOne Golden RuleKeep Your Opinions to Yourself (Unless they're Funny)Type 1: It Bothers Me When People Push it on OthersType 2: Learning About Politics "Is Super Easy Now"Type 3: Anything that Makes Me LaughDiscussionIII: Social Media and the Presidential Primary Elections7. Raluca Cozma: "Uses and Gratifications of Following Candidates' Twitter Campaign during the 2012 U.S. Primaries"Political Uses and Gratifications of Social MediaThe Relationship between Political Attitudes and Uses of Social MediaThe Effects of Uses and GratificationsMethodMeasuresResultsDiscussion8. Paul Haridakis, Gary Hanson, Mei-Chen Lin, and Jennifer McCullough: "Fitting Social Media into the Media Landscape during a 2012 Republican Primary"Media ChoiceMotives for Using Media for Political InformationPerceptions of Media BiasMethodSampleMeasuresStatistical AnalysisResultsAmount of Media UseAge Differences and Similarities in Motives for Using Media for Political InformationMedia-Selection Differences among Members of the Major Political PartiesDiscussion9. Hyun Jung Yun, Cynthia Opheim, and Emily Kay Balanoff: "Whose States are Winning?: The Adoption and Consequences of Social Media in Political Communication in the American States"Theoretical UnderpinningsThe Growth of Social Media in Political CampaignsSocial Media's Effect on Political Attitudes and BehaviorPolitical CynicismPolitical Information EfficacySocial Media, Geography, and Political IdeologyMethodSampleVariables and MeasuresResultsPolitical Utilization and Legitimacy of SNSsPolitical Interests, Information Efficacy, and Cynicism of Political SNS UsersPerception and Expression of Political Opinions via SNSsPurpose and Gratification of Political SNS UsersDiscussion10. Jacob Groshek and Stephanie Brookes: "YouTube/OurTube/TheirTube: Official and Unofficial Online Campaign Advertising, Negativity, and Popularity"Social Media, Election Campaigns, and Political AdvertisingYouTube and the Online CampaignYouTube and Campaign AdvertisingMethodsOfficial Advertising on YouTubeSearching Advertising on YouTubeVariable CategoriesFindingsDiscussionIV: Social Media and the Presidential General Election11. Hyun Jung Yun: "The Spirals of Newly Transcending Political Voices: Social Media Purify the Atmosphere of Political Dialogues in Cyberspace"Theoretical UnderpinningsPolitical Mavericks in Social MediaCrosscutting Spirals of Expression in the Political Grounds of Social MediaIn-Group Identities Embedded in the Spirals of Political Discourse in CyberspaceMethodData and SampleVariablesPolitical Attitudes: Political Interests, Information Efficacy, and CynicismWillingness to ExpressDemographic Factors: Party ID, Age, Gender, Education, and RaceMain source of Political InformationResultsDynamics of DemographicsMain Source of Political InformationPolitical Interests and Information EfficacyPolitical Cynicism: Internal Powerlessness and External AlienationPolitical ExpressionDiscussion12. Andrew Paul Williams and Roxana Maiorescu: "Evaluating Textual and Technical Interactivity in Candidate E-mail Messages during the 2012 U.S. Presidential Campaign"Candidate Use of E-mailInteractivityResearch QuestionsMethodSampleCategoriesCoding Process and ReliabilityResultsDiscussion13. David Lynn Painter, Juliana Fernandes, Jessica Mahone, and Eisa Al Nashmi: "Social Network Sites and Interactivity: Differential Expression Effects in Campaign 2012"Theoretical FrameworkPolitical Information EfficacyAgenda Building: Salience of the ElectionOnline Information SourcesOnline NewsCampaign WebsitesSocial Networking SitesInteractivityExpression EffectsMethodParticipants and ProcedureManipulationDependent VariablesPolitical Information EfficacySalience of the ElectionResultsParticipants and Manipulation CheckMain Effects of Information SourceMain Effects of InteractivityInteraction Between Online Information Source and InteractivityDiscussionV: Social Media and Voter/Media Engagement14. Dan Schill and Rita Kirk: "Issue Debates in 140 Characters: Online Talk Surrounding the 2012 Debates"Twitter Use in the 2012 ElectionTwitter, Second Screens, and Presidential DebatesMethodCampaign Twitter UseSource FrameMedia Validation FrameFraming FrameJournalist Twitter UseInterpretation FrameEvaluation FrameCitizen Twitter UseDiscussionSecond ScreenMedia ConvergenceAgenda Setting15. Monica Ancu: "Here Comes Everybody, or Not: An Analysis of the Social Media Consumer of Campaign Content"What We Know So Far About SNS UsersWho Are The Politically Active SNS Users?Do SNS Have Influence On Offline Behavior and Attitudes?What Motivates SNS Users To Engage Politically?MethodSampleMeasuresResultsDemographics of Political SNS UsersConnection Between SNS Behavior and OfflineWhat Brings People to Political SNSDiscussion16. Benjamin R. Warner, Joshua Hawthorne, and Sarah Turner McGowen: "Maligned Youth or Political Activists?: Young Citizen Political Engagement using Social Media"Social Media as a Digital Place for Political EngagementProfiling the Politically EngagedPolitical CynicismPolitical Information EfficacyPolitical PolarizationMethodSampleProcedure and VariablesCynicismPolitical Information EfficacyPolarizationSocial Media UseAnalytic ProceduresResultsDiscussionReferencesLaChrystal D. Ricke: "YouTube and the 2012 Presidential Election: An Examination of how Obama and Romney's Official YouTube Channels were used in Campaign Communication"Politics and Online VideoYouTube and PoliticsMethodFindingsObama for AmericaBelieve in AmericaDiscussionReferencesIndex