Abstract
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.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 1-17 |
| Number of pages | 17 |
| Journal | Journal of Information Technology and Politics |
| DOIs | |
| State | Accepted/In press - Jul 1 2018 |
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Keywords
- digital campaigns
- negative advertising
- Political campaigns
- social media
ASJC Scopus subject areas
- Computer Science(all)
- Sociology and Political Science
- Public Administration
Cite this
The relationship between race competitiveness, standing in the polls, and social media communication strategies during the 2014 U.S. gubernatorial campaigns. / Rossini, Patrícia; Stromer-Galley, Jennifer; Kenski, Kate; Hemsley, Jeffrey; Zhang, Feifei; Dobreski, Brian.
In: Journal of Information Technology and Politics, 01.07.2018, p. 1-17.Research output: Contribution to journal › Article
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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, Jeffrey
AU - Zhang, Feifei
AU - Dobreski, Brian
PY - 2018/7/1
Y1 - 2018/7/1
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 - digital campaigns
KW - negative advertising
KW - Political campaigns
KW - social media
UR - http://www.scopus.com/inward/record.url?scp=85049637551&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85049637551&partnerID=8YFLogxK
U2 - 10.1080/19331681.2018.1485606
DO - 10.1080/19331681.2018.1485606
M3 - Article
SP - 1
EP - 17
JO - Journal of Information Technology and Politics
JF - Journal of Information Technology and Politics
SN - 1933-1681
ER -