We use cookies to enhance your experience on our website. By continuing to use our website, you are agreeing to our use of cookies. You can change your cookie settings at any time. Find out more
Cover

Presidential Campaigning and Social Media

An Analysis of the 2012 Campaign

Edited by John Allen Hendricks and Dan Schill

Publication Date - June 2014

ISBN: 9780199355846

352 pages
Paperback
6-1/8 x 9-1/4 inches

In Stock

Retail Price to Students: $49.95

The first book to analyze the integral role of social media in the 2012 presidential campaign

Description

Social media are revolutionizing the American electoral process. Their integral role in facilitating campaign communication and networking has rapidly evolved into a standard element of candidate strategy, voter engagement, and media reporting.

Featuring work by an esteemed line-up of contributors, Presidential Campaigning and Social Media: An Analysis of the 2012 Campaign is the first book to provide a detailed analysis of the role that social media and social networking sites (SNS)--including 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, the book thoroughly examines the 2012 campaign's use of each form of social media technology and social networking sites and considers which strategies were effective in connecting with and motivating the electorate to vote. Presidential Campaigning and Social Media is ideal for courses in campaigns and elections.

About the Author(s)

John Allen Hendricks is Chair and Professor of Mass Communication at Stephen F. Austin State University. He is the author of six books including Communicator-in-Chief: How Barack Obama Used New Media Technology to Win the White House (2010), which was the recipient of the National Communication Association's Applied Research Division's 2011 Distinguished Scholarly Book Award.

Dan Schill is an Associate Professor of Communication Studies at James Madison University. He is the author of Stagecraft and Statecraft: Advance and Media Events in Political Communication (2009) and has published work in numerous journals including Review of Communication,, PS: Political Science & Politics, and Presidential Studies Quarterly.

Reviews

"Hendricks and Schill provide the most comprehensive collection on the use of social media in the 2012 presidential campaign. This impressive volume provides insight into the growing importance, role, and scope of social media in contemporary political campaigns."--Robert Denton, Virginia Tech

"Presidential Campaigning and Social Media is a good, thorough examination of the uses and impact of new technological advancements on the political landscape. It does an excellent job of providing a backdrop for research into social media and the way that it shapes the behavior of voters."--Michael K. Romano, Western Michigan University

"In fact, the greatest contribution of Presidential Campaigning and Social Media may be that it lays the groundwork for future social media research. The book cannot provide definitive answers about a phenomenon that is still evolving, but it does provide a solid research foundation upon which scholars can build." --Kyle Heim, Seton Hall University, Presidential Studies Quarterly

Table of Contents

    List of Tables, Figures, and Chapter Appendices
    Foreword
    Preface
    About the Editors
    About the Contributors

    PART I. SOCIAL MEDIA AND POLITICAL COMMUNICATION

    Chapter 1. The Presidential Campaign of 2012: New Media Technologies Used to Interact and Engage with the Electorate, John Allen Hendricks and Dan Schill
    The 2012 Republican Primary and Social Media
    Social Media Platforms
    General Election
    Presidential Campaigning and Social Media
    Social Media and Changing American Demographics
    Overview of the Book

    Chapter 2. The Evolution of Digital Media Use in Election Campaigns: New Functions and Cumulative Impact, Daniela V. Dimitrova
    Social Media Growth, Age, and Partisanship
    Characteristics of Digital Media
    Multiple Opportunities for Political Engagement
    Lower Cost of Citizen Participation
    Interactivity
    Data Tracking and Data Mining
    Differential Impacts
    Method
    Results
    Discussion

    Chapter 3. Creating a Win-Win Situation? Relationship Cultivation and the Use of Social Media in the 2012 Campaign, Emma Svensson, Spiro Kiousis, and Jesper Stromback
    The Promise of Digital and Social Media
    The Philosophy--Mutual Beneficial Value
    Input--The Willingness to Adopt
    Outcomes--Long-term Commitment, Trust, and Loyalty
    Maintenance--Strategies for Sustaining and Strengthening the Relationship
    Method
    Relationship Cultivation Strategy Measurements
    Results
    Different Strategies in Different Channels
    Helping the Candidate:
    Different Types of Collaboration
    Discussion

    PART II. SOCIAL MEDIA AND POLITICAL KNOWLEDGE

    Chapter 4. Of Networks and Knowledge: Young Adults and the Early 2012 Republican Presidential Primaries and Caucuses, Jody C. Baumgartner, David S. Morris, and Jonathan S. Morris
    Social Networks and Knowledge
    Age and Social Network Usage Patterns
    Social Media Use and Campaign Knowledge: Expectations
    Method
    Analysis: Political Use of Social Networking Sites and Political Knowledge
    Discussion

    Chapter 5. Technology Takeover? Campaign Learning during the 2012 Presidential Election, Terri L. Towner and David A. Dulio
    Political Knowledge
    Type of Information Source
    Research Questions and Hypotheses
    Method
    Dependent Variables
    Control Variables
    Media Use Variables
    Testing Procedures
    Results
    Discussion

    Chapter 6. Don't Push Your Opinions on Me: Young Citizens and Political Etiquette on Facebook, Kjerstin Thorson, Emily K. Vraga, and Neta Kligler-Vilenchik
    Facebook as a Context for Doing Politics
    The Research Context
    Context Collapse and the Networked Audience
    One Golden Rule
    Keep Your Opinions to Yourself (Unless They're Funny)
    --Type 1: It Bothers Me When People Push It on Others
    --Type 2: Learning about Politics "Is Super Easy Now"
    --Type 3: Anything That Makes Me Laugh
    Discussion
    Appendix 6.1: Interview Guide
    --Life History (10-15 mins. Make sure to get Political Socialization, Political/Volunteer Behavior Growing up)
    --Facebook-Aided Section
    Appendix 6.2: Facebook Interviews: Interview Aid

    PART III. SOCIAL MEDIA AND THE PRESIDENTIAL PRIMARY ELECTIONS

    Chapter 7. Uses and Gratifications of Following Candidates' Twitter Campaigns during the 2012 U.S. Primaries, Raluca Cozma
    Political Uses and Gratifications of Social Media
    The Relationship Between Political Attitudes and Uses of Social Media
    The Effects of Uses and Gratifications
    Method
    Measures
    Results
    Discussion

    Chapter 8. Fitting Social Media into the Media Landscape during a 2012 Republican Primary, Paul Haridakis, Gary Hanson, Mei-Chen Lin, and Jennifer McCullough
    Media Choice
    Motives for Using Media for Political Information
    Perceptions of Media Bias
    Method
    Sample
    Measures
    Statistical Analysis
    Results
    Amount of Media Use
    Age Differences and Similarities in Motives for Using Media for Political Information
    Media-Selection Differences among Members of the Major Political Parties

    Discussion

    Chapter 9. Whose States are Winning? The Adoption and Consequences of Social Media in Political Communication in the American States, Hyun Jung Yun, Cynthia Opheim, and Emily Kay Balanoff
    Theoretical Underpinnings
    The Growth of Social Media in Political Campaigns
    Social Media's Effect on Political Attitudes and Behavior
    Political Cynicism
    Political Information Efficacy
    Social Media, Geography, and Political Ideology
    Method
    Sample
    Variables and Measures
    Results
    Political Utilization and Legitimacy of SNSs
    Political Interests, Information Efficacy, and Cynicism of Political SNS Users
    Perception and Expression of Political Opinions via SNSs
    Purpose and Gratification of Political SNS Users
    Discussion

    Chapter 10. YouTube/OurTube/TheirTube: Official and Unofficial Online Campaign Advertising, Negativity, and Popularity, Jacob Groshek and Stephanie Brookes
    Social Media, Election Campaigns, and Political Advertising
    YouTube and the Online Campaign
    YouTube and Campaign Advertising
    Methods
    Official Advertising on YouTube
    Searching Advertising on YouTube
    Variable Categories
    Findings
    Discussion

    PART IV. SOCIAL MEDIA AND THE PRESIDENTIAL GENERAL ELECTION

    Chapter 11. The Spirals of Newly Transcending Political Voices: Social Media Purify the Atmosphere of Political Dialogues in Cyberspace,
    Hyun Jung Yun
    Theoretical Underpinnings
    Political Mavericks in Social Media
    Crosscutting Spirals of Expression in the Political Grounds of Social Media
    In-Group Identities Embedded in the Spirals of Political Discourse in Cyberspace
    Method
    Data and Sample
    Variables
    --Political Attitudes: Political Interests, Information Efficacy, and Cynicism
    --Willingness to Express
    --Demographic Factors: Party ID, Age, Gender, Education, and Race
    --Main Sources of Political Information
    Results
    Dynamics of Demographics
    Main Sources of Political Information
    Political Interests and Information
    Efficacy
    Political Cynicism: Internal Powerlessness and External Alienation
    Political Expression
    Discussion

    Chapter 12. Evaluating Textual and Technical Interactivity in Candidate E-mail Messages during the 2012 U.S. Presidential Campaign, Andrew Paul Williams and Roxana Maiorescu
    Candidate Use of E-mail
    Interactivity
    Research Questions
    Method
    Sample
    Categories
    Coding Process and Reliability
    Results
    Discussion

    Chapter 13. Social Network Sites and Interactivity: Differential Expression Effects in Campaign 2012, David Lynn Painter, Juliana Fernandes, Jessica Mahone, and Eisa Al Nashmi
    Theoretical Framework
    Political Information Efficacy
    Agenda Building: Salience of the Election
    Online Information
    Sources
    --Online News
    --Campaign Websites
    --Social Networking Sites
    Interactivity
    Expression Effects
    Method
    Participants and Procedure
    Manipulation
    Dependent Variables
    --Political Information Efficacy
    --Salience of the Election
    Results
    Participants and Manipulation Check
    Main Effects of Information Source
    Main Effects of Interactivity
    Interaction Between Online Information Source and Interactivity
    Discussion

    PART V. SOCIAL MEDIA AND VOTER/MEDIA ENGAGEMENT

    Chapter 14. Issue Debates in 140 Characters: Online Talk Surrounding the 2012 Debates, Dan Schill and Rita Kirk
    Twitter Use in the 2012 Election
    Twitter, Second Screens, and Presidential Debates
    Method
    Campaign Twitter Use
    Source Frame
    Media Validation Frame
    Framing Frame

    Journalist Twitter Use
    Interpretation Frame
    Evaluation Frame
    Citizen Twitter Use
    Discussion
    Second Screen
    Media Convergence
    Agenda Setting

    Chapter 15. Here Comes Everybody, or Not: An Analysis of the Social Media Consumer of Campaign Content, Monica Ancu

    What We Know So Far about SNS Users
    Who Are The Politically Active SNS Users?
    Do SNSs Have Influence on Offline Behavior and Attitudes?
    What Motivates SNS Users To Engage Politically?
    Method
    Sample
    Measures
    Results
    Demographics of Political SNS Users
    Connection Between SNS Behavior and Offline Behavior
    What Brings People to Political SNSs
    Discussion

    Chapter 16. Maligned Youth or Political Activists?: Young Citizen Political Engagement Using Social Media, Benjamin R. Warner, Joshua Hawthorne, and Sarah Turner McGowen
    Social Media as a Digital Place for Political Engagement
    Profiling the Politically Engaged
    Political Cynicism
    Political Information Efficacy
    Political Polarization
    Method
    Sample
    Procedure and Variables
    --Cynicism
    --Political Information Efficacy
    --Polarization
    --Social Media Use
    Analytic Procedures
    Results
    Discussion
    Appendix 16.1: Demographic Data for the Samples
    Appendix 16.2: Descriptive Statistics and Reliabilities for All Variables

    Chapter 17. YouTube and the 2012 Presidential Election: An Examination of How Obama's and Romney's Official YouTube Channels Were Used in Campaign Communication, LaChrystal D. Ricke
    Politics and Online Video
    YouTube and Politics
    Method
    Findings
    Obama for America
    Believe in America
    Discussion
    Challenges
    The YouTube Effect
    References
    Index