Coherent campaigns? Campaign broadcast and social messaging

Bode, Leticia; Lassen, David; Kim, Young Mie; Shah, Dhavan V.; Fowler, Erika Franklin; Ridout, Travis N.; Michael, Franz

doi:10.1108/oir-11-2015-0348

Cited by 50 publications

(51 citation statements)

References 42 publications

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“…Norris et al (1999) found considerable difference between the agenda laid out in the party programs before elections and the agenda expressed in press releases during the campaign. Social media have made it even easier to respond directly to new developments during the campaign than press releases (Bode et al, 2011). In sum, the level of control, the semi-public character, and its flexibility offer politicians the possibility of using Facebook strategically to set the campaign agenda. Since issue engagement on Facebook is underexplored, we formulate four research questions to study whether and how these characteristics indeed impact the campaign agenda on Facebook.…”

Section: Facebook Agenda: Controlled Semi-public and Flexiblementioning

confidence: 97%

“…Xenos and Foot (2005, p. 183) expect that online campaigning may "alter the dynamic sense in which campaign messages evolve over the course of the election season." Since social media like Facebook are more flexible than other campaign channels, the social media agenda may be more reactive to the public and media agenda (Bode et al 2011). Whenever an issue becomes more salient in the media or for the public in general, political candidates might be triggered to react to this on their Facebook pages.…”

Section: Moving Off Message?mentioning

confidence: 98%

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Policy Considerations on Facebook: Agendas, Coherence, and Communication Patterns in the 2011 Danish Parliamentary Elections

Dalen¹,

Fazekas

Klemmensen

et al. 2015

Journal of Information Technology & Politics

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A c c e p t e d M a n u s c r i p t 2 and Public Management ABSTRACT Given the importance of issue competition in a West European context and the growing use of Facebook in elections, this paper studies how politicians use Facebook to shape the campaign agenda. We analyze the issues addressed in 6388 Facebook posts by candidates in the Danish 2011 parliamentary election. A limited share of Facebook updates is dedicated to issues. TheFacebook agenda did not respond to standings in the polls, nor to the media agenda or public agenda. Comparing issue engagement of new candidates and re-running candidates we find that the Facebook campaign agenda is not simply politics as usual.

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Section: Facebook Agenda: Controlled Semi-public and Flexiblementioning

confidence: 97%

Section: Moving Off Message?mentioning

confidence: 98%

Policy Considerations on Facebook: Agendas, Coherence, and Communication Patterns in the 2011 Danish Parliamentary Elections

Dalen¹,

Fazekas

Klemmensen

et al. 2015

Journal of Information Technology & Politics

View full text Add to dashboard Cite

show abstract

“…A final relevant literature considers the content of political advertising and its determinants. One possibility is that campaigns emphasize a similar message across modes, what Bode et al (2016) call "a single coherent message strategy." Alternatively, campaigns might adapt their message to meet the expectations of the varied audiences across media.…”

Section: What Messages Do Candidates Include In Advertising?mentioning

confidence: 99%

Political Advertising Online and Offline

et al. 2020

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Despite the rapid growth of online political advertising, the vast majority of scholarship on political advertising relies exclusively on evidence from candidates’ television advertisements. The relatively low cost of creating and deploying online advertisements and the ability to target online advertisements more precisely may broaden the set of candidates who advertise and allow candidates to craft messages to more narrow audiences than on television. Drawing on data from the newly released Facebook Ad Library API and television data from the Wesleyan Media Project, we find that a much broader set of candidates advertises on Facebook than television, particularly in down-ballot races. We then examine within-candidate variation in the strategic use and content of advertising on television relative to Facebook for all federal, statewide, and state legislative candidates in the 2018 election. Among candidates who use both advertising media, Facebook advertising occurs earlier in the campaign, is less negative, less issue focused, and more partisan than television advertising.

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“…Previous studies have shown that different media logics influence the strategic considerations underlying election campaigns (Bode et al, 2016;Kreiss, 2016). On Twitter, most user accounts are publicly visible and accessible even for non-registered audiences.…”

Section: The Use Of Facebook and Twitter By Election Candidatesmentioning

confidence: 99%

Election Campaigning on Social Media: Politicians, Audiences, and the Mediation of Political Communication on Facebook and Twitter

Stier¹,

Bleier²,

Lietz³

et al. 2018

Political Communication

377

100

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Although considerable research has concentrated on online campaigning, it is still unclear how politicians use different social media platforms in political communication. Focusing on the German federal election campaign 2013, this article investigates whether election candidates address the topics most important to the mass audience and to which extent their communication is shaped by the characteristics of Facebook and Twitter. Based on open-ended responses from a representative survey conducted during the election campaign, we train a human-interpretable Bayesian language model to identify political topics. Applying the model to social media messages of candidates and their direct audiences, we find that both prioritize different topics than the mass audience. The analysis also shows that politicians use Facebook and Twitter for different purposes. We relate the various findings to the mediation of political communication on social media induced by the particular characteristics of audiences and sociotechnical environments.Keywords cross-media analysis, language models, online campaigning, social media, text analysis Social media have become ubiquitous communication channels for candidates during election campaigns. Platforms like Facebook and Twitter enable candidates to directly reach out to voters, mobilize supporters, and influence the public agenda. These fundamental changes in political communication therefore present election candidates with a widened range of strategic choices. Should candidates address the topics most important to a mass audience? Should they tailor their messages to the specific habits and audiences on social media platforms? Although academic research on social media campaigning has flourished in the past several years (Boulianne, 2016;Jungherr, 2016b), it is still unclear which topics politicians address on these platforms, since previous research mostly concentrated on meta data generated by the use of communication conventions such as retweets, @-mentions, likes, or hashtags. Understanding the ways in which politicians Sebastian Stier, Arnim Bleier, and Haiko Lietz are Postdoctoral Researchers, and Markus Strohmaier is a Scientific Director at GESIS -Leibniz Institute for the Social Sciences.Address correspondence to Dr. Sebastian Stier, Department Computational Social Science, GESIS -Leibniz Institute for the Social Sciences, Unter Sachsenhausen 6-8, Köln, D-50667. E-mail: sebastian.stier@gesis.org Color versions of one or more of the figures in the article can be found online at www. tandfonline.com/UPCP. Political Communication, 35:50-74, 2018© 2017 Taylor & Francis Group, LLC ISSN: 1058 print / 1091-7675 online DOI: https://doi.org/10. 1080/10584609.2017.1334728 adapt the contents of their messages to the peculiarities of different platforms generates deeper insights into how political communication is shaped by social media.Much research revealed a continuation of the status quo in online campaigning, as politicians mostly replicated traditional messages and campaign mo...

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Coherent campaigns? Campaign broadcast and social messaging

Cited by 50 publications

References 42 publications

Policy Considerations on Facebook: Agendas, Coherence, and Communication Patterns in the 2011 Danish Parliamentary Elections

Policy Considerations on Facebook: Agendas, Coherence, and Communication Patterns in the 2011 Danish Parliamentary Elections

Political Advertising Online and Offline

Election Campaigning on Social Media: Politicians, Audiences, and the Mediation of Political Communication on Facebook and Twitter

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