Social media, political marketing and the 2016 U.S. election

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Social media, political marketing and the 2016 U.S. election

edited by Christine B. Williams and Bruce I. Newman

Routledge, 2018

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Includes bibliographical references and index

内容説明・目次

内容説明

Facebook, Twitter and Instagram create new ways to market political campaigns and new channels for candidates and voters to interact. This volume investigates the role and impact of social media in the 2016 U.S. election, focusing specifically on the presidential nominating contest. Through case studies, survey research and content analysis, the researchers employ both human and machine coding to analyse social media text and video content. Together, these illustrate the wide variety of methodological approaches and statistical techniques that can be used to probe the rich, vast stores of social media data now available. Individual chapters examine what different candidates posted about and which posts generated more of a response. The analyses shed light on what social media can reveal about campaign messaging strategies and explore the linkages between social media content and their audiences' perceptions, opinions and political participation. The findings highlight similarities and differences among candidates and consider how continuity and change are manifest in the 2016 election. Finally, taking a look forward, the contributors consider the implications of their work for political marketing research and practice. The chapters in this book were originally published as a special issue of the Journal of Political Marketing.

目次

Introduction: Social Media, Political Marketing and the 2016 U.S. Election Christine B. Williams 1. Empowering the Party-Crasher: Donald J. Trump, the First 2016 GOP Presidential Debate, and the Twitter Marketplace for Political Campaigns Michael Cornfield 2. Understanding the Social Media Strategies of U.S. Primary Candidates Joseph (Jun Hyun) Ryoo and Neil Bendle 3. Communicating Party Labels and Names on Twitter During the 2016 Presidential Invisible Primary and Primary Campaigns Kate Kenski, Christine R. Filer, and Bethany A. Conway-Silva 4. The Image is the Message: Instagram Marketing and the 2016 Presidential Primary Season Caroline Lego Munoz and Terri L. Towner 5. Appeals to the Hispanic Demographic: Targeting through Facebook Autoplay Videos by the Clinton Campaign during the 2015/2016 Presidential Primaries Edward Elder and Justin B. Phillips 6. Populism and Connectivism: An Analysis of the Sanders and Trump Nomination Campaigns Michael J. Jensen and Henrik P. Bang 7. Intraparty Hostility: Social Identity, Subidentity, and the Hostile Media Effect in a Contested Primary Aaron S. Veenstra, Benjamin A. Lyons, and I. Alev Degim Flannagan 8. Role of Social Media in the 2016 Iowa Caucuses Daniela V. Dimitrova and Dianne Bystrom

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