TY - JOUR
T1 - The relationship between race competitiveness, standing in the polls, and social media communication strategies during the 2014 U.S. gubernatorial campaigns
AU - Rossini, Patrícia
AU - Stromer-Galley, Jennifer
AU - Kenski, Kate
AU - Hemsley, Jeff
AU - Zhang, Feifei
AU - Dobreski, Brian
PY - 2018/7/3
Y1 - 2018/7/3
N2 - Political campaigns have been systematically using social media for strategic advantage. However, little is known about how competitiveness affects the ways candidates communicate online. Our study analyzes how race competitiveness as measured by polling performance influences candidates’ strategies on Twitter and Facebook. We analyze all social media messages of Republican and Democratic candidates in states that held gubernatorial elections in 2014 using supervised automated content analysis. We find that position in the polls and that race competitiveness are correlated with the ways candidates communicate on social media, and that candidates use Twitter and Facebook in different ways to communicate with the public.
AB - Political campaigns have been systematically using social media for strategic advantage. However, little is known about how competitiveness affects the ways candidates communicate online. Our study analyzes how race competitiveness as measured by polling performance influences candidates’ strategies on Twitter and Facebook. We analyze all social media messages of Republican and Democratic candidates in states that held gubernatorial elections in 2014 using supervised automated content analysis. We find that position in the polls and that race competitiveness are correlated with the ways candidates communicate on social media, and that candidates use Twitter and Facebook in different ways to communicate with the public.
KW - Political campaigns
KW - digital campaigns
KW - negative advertising
KW - social media
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U2 - 10.1080/19331681.2018.1485606
DO - 10.1080/19331681.2018.1485606
M3 - Article
AN - SCOPUS:85049637551
VL - 15
SP - 245
EP - 261
JO - Journal of Information Technology and Politics
JF - Journal of Information Technology and Politics
SN - 1933-1681
IS - 3
ER -