Full Description
This book explores how social and mobile media have been used in political campaigns since 2008, examining how social media are already being implemented as well as how these types of messaging platforms might be used in the future.
Chapters in this book discuss how social and mobile media are becoming imperative when marketing a candidate's image, distributing messages, fundraising, and getting out the vote. While some chapters delve into a particular candidate's campaign, others discuss several campaigns in light of a particular political objective. Authors also discuss the use of political messaging and its possible role in political polarization through misinformation and interference. In particular, the book seeks to demonstrate a greater reliance on social and mobile media for political messaging, thus ushering in a possible new marketing paradigm.
This book will interest researchers and students in the areas of political communication, political science, government, public affairs, and social and digital media.
Contents
1. Introduction
2. Social and Mobile Media in Political Campaigns: A Short History
Part 1: Marketing a Candidate's Image
3. Negative Campaigning on Social Media
4. TikTok Trolling as a Political Campaign Strategy in 2022 Midterm Elections
5. Controlling the Narrative on Social Media
Part 2: Distributing Political Messages
6. Social Media and Politics: Young Voters' Perceptions and Motivations
7. Content Creators and Campaigns
8. Foreign Misinformation Campaigns and McLuhan's Fifth Epoch
Part 3: Return on Investment
9. Campaign Fundraising and Social Media
10. Michael Bloomberg: When all the Money in the World Can't Sell a Bad Candidate
11. Can Social Media Turn out Voters for Political Candidates?
12. Conclusions
Index
