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Social Media, Political Marketing and the 2016 U.S. Election

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2016 U.S. election
Aaron S. Veenstra
Autoplay Videos
Benjamin A. Lyons
Bethany A. Conway-Silva
campaign strategy analysis
Candidate Bias
Candidate Tweets
Carly Fiorina
Caroline Lego Munoz
Category=JBCT
Category=JPHF
Category=JPWC
Caucus Attendance
Christine R. Filer
content analysis methods
Daniela V. Dimitrova
Deductive Qualitative Content Analyses
Dianne Bystrom
digital campaigning
Edward Elder
eq_bestseller
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
Henrik P. Bang
Hispanic Support
HME
I. Alev Degim Flannagan
Ideological Labels
In-group Affect
Instagram Images
Instagram Posts
Intraparty Division
Invisible Primary
Iowa Caucuses
İ. Alev Degim Flannagan
John Kasich
Joseph (Jun Hyun) Ryoo
Justin B. Phillips
Kate Kenski
LDA
Media System Dependency Theory
Michael Cornfield
Michael J. Jensen
Neil Bendle
political communication
political marketing campaign
Preprimary Phase
presidential primaries
Presidential Primary Candidates
QDA Miner
Reference Dependence
social identity theory
Social media
social media electoral behaviour study
Spanish Language
Terri L. Towner
Topic Modeling Approach
voter engagement research

Product details

  • ISBN 9780367531041
  • Weight: 453g
  • Dimensions: 178 x 254mm
  • Publication Date: 12 May 2020
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

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.

About
Christine B. Williams is Professor of Political Science at Bentley University, USA, and holds a MA and PhD from Indiana University, USA. She is North American Managing Editor at the Journal of Political Marketing and serves on editorial boards for several other journals. Her publications focus on political communication, specifically new and emerging technologies and e-government. Bruce I. Newman is Professor of Marketing as well as the Wicklander Fellow in Business Ethics at DePaul University, USA. He is one of the world's leading experts in political marketing and combines an expertise in marketing and politics with his knowledge of consumer psychology and statistical applications. He is the founding editor-in-chief of the Journal of Political Marketing. He has published more than 15 books and numerous articles on the subjects of political marketing and consumer psychology.