What Matters Most in the Responses to Political Campaign Posts on Social Media: The Candidate, Message Frame, or Message Format?

2021 ◽  
pp. 106800
Author(s):  
L.A.M. Shu Yan Benson ◽  
C.H.E.U.N.G. Mei Fung Meily ◽  
L.O. Wai Han
Keyword(s):  
Social Media ◽  
Political Campaign ◽  
Message Frame ◽  
Message Format ◽  
What Matters

Using Twitter in Political Campaigns

2019 ◽  
pp. 710-726 ◽  
Author(s):  
Rodrigo Sandoval-Almazan
Keyword(s):  
Social Media ◽  
Political Campaigns ◽  
The Political ◽  
Presidential Candidate ◽  
Political Campaign ◽  
Political Candidates ◽  
Twitter Users

Social media has invaded elections in Mexico. However, the power of citizens through the use of this platform is still unknown. Many citizens criticize political candidates using Twitter, others build networks and some others try to collaborate with candidates. This research is focused in understanding this kind of behavior, analyzing the case of the presidential candidate Enrique Peña Nieto (PRI) in Mexico who won the presidency with a large participation but without the support of Twitter users. After two online protests against this presidential candidate - #IamnotProletariat and #Iam132 – political image could have been undermined and voters could have thought differently. But this was not the case and despite of this, the candidate won. The challenge to understand this online protest and its link to the political campaign is addressed in this paper.

#M5S (Five Star Movement) and the National Political Campaign

2020 ◽  
pp. 217-234
Author(s):  
Alessandra Micalizzi ◽  
Alessandra Nieli
Keyword(s):  
Social Media ◽  
Political Campaign ◽  
Political Movement ◽  
Second Republic ◽  
The Public ◽  
Show Evidence ◽  
Social Media Platforms ◽  
Five Star Movement ◽  
The Public Sphere ◽  
Use Of Social Media

In 2009, a new political movement was born in Italy. It is called “Five Star Movement” (M5S) and it was positioned as a new voice of Italian people: alternative, populist, against élites, and against the traditional “way of doing” politic in the First and Second Republic Age. The power of this new political subject is linked with the use of social media platforms to communicate and share information, opinions, and positions with its “base” in a participative democracy perspective. In the last national political campaign, the M5S obtained 32% of the votes with a peak in the South of Italy. The chapter aims at presenting the main results of an empirical research focused on Sicilian voters of the East coast, in order to verify if and how digital communication helped in obtaining this success. Data show evidence about the relevance recognized to social media as first direct sources for collecting political information. The respondents express a large consent for traditional media that maintain in the public opinion a strong reputation in construction and share the public-sphere.

Hotel social media marketing: a study on message strategy and its effectiveness

2017 ◽  
Vol 8 (2) ◽  
pp. 239-255 ◽  
Author(s):  
Xi Y. Leung ◽  
Billy Bai ◽  
Mehmet Erdem
Keyword(s):  
Social Media ◽  
Selection Process ◽  
Two Dimensions ◽  
Social Media Marketing ◽  
Message Content ◽  
Content Type ◽  
Message Strategy ◽  
Message Format ◽  
Facebook Pages ◽  
Message Strategies

Purpose The purpose of this study is to develop a typology of social media messages to compare the effectiveness of different message strategies. Design/methodology/approach In total, 1,837 messages from 12 hotel brand Facebook pages were content-analyzed. Applying both correspondence analysis and multivariate analysis of variance, the study compared message strategy across hotel-scale levels and explored the effectiveness of different message strategies. Findings A typology of four-type message format and six-type message content was developed. The picture message was the best message format. Product, brand and involvement messages were shown to be more effective than information, reward and promotion messages. Promotion message was the least effective message content type. Research limitations/implications The major limitation of this study is the generalizability owing to the sample selection process. There is also the limitation on exclusion of control variables, selection of the three effectiveness measures and evolving social media technology. Practical implications The typology of Facebook message strategy developed in the study provided guidelines for hotel marketers to create messages on Facebook pages and track effectiveness. Hotels should also take full advantage of the picture format and product, brand and involvement contents. Originality/value This study created a new typology of social media message strategy consisting of two dimensions. It also provided empirical evidence to support the application of message strategy theory in the hotel social media marketing area.

scholarly journals The Digital Architectures of Social Media: Comparing Political Campaigning on Facebook, Twitter, Instagram, and Snapchat in the 2016 U.S. Election

2018 ◽  
Vol 95 (2) ◽  
pp. 471-496 ◽  
Author(s):  
Michael Bossetta
Keyword(s):  
Social Media ◽  
Political Communication ◽  
User Behavior ◽  
Virtual Space ◽  
Political Campaign ◽  
Social Media Data ◽  
Campaign Strategy ◽  
Digital Architecture ◽  
Media Data ◽  
Model Affect

The present study argues that political communication on social media is mediated by a platform’s digital architecture—the technical protocols that enable, constrain, and shape user behavior in a virtual space. A framework for understanding digital architectures is introduced, and four platforms (Facebook, Twitter, Instagram, and Snapchat) are compared along the typology. Using the 2016 U.S. election as a case, interviews with three Republican digital strategists are combined with social media data to qualify the study’s theoretical claim that a platform’s network structure, functionality, algorithmic filtering, and datafication model affect political campaign strategy on social media.

scholarly journals MENGADU GAGASAN LEWAT IKLAN (Analisis Semiotika Political Campaign Jokowi dan Prabowo)

2019 ◽  
Vol 3 (1) ◽  
Author(s):  
Thibbur Ruhany
Keyword(s):  
Social Media ◽  
Economic System ◽  
Key Words ◽  
Political Advertising ◽  
Communication Styles ◽  
The Political ◽  
Presidential Candidate ◽  
Infrastructure Development ◽  
Political Campaign ◽  
Presidential Candidates

The 2019 election is so special, apart from the rising political temperature in Indonesia, the elections is also like a rematch of the 2014 elections that brought together two strong candidates, Joko Widodo and Prabowo Subianto as presidential candidates. Each candidate collides with ideas to win public sympathy and influence voter behavior through political advertising. This study will examine the ideas of Jokowi and Prabowo's government through political advertising. The advertisement that will be used as the main analytical material in this paper is political advertising on social media through the Youtube platform, namely the Sarjana Kerja Kerja Kerja! and the advertisement of Arwah si Manis Jembatan Ancur. Findings suggest that in packaging the ideas related to their campaign programs, each candidate has different communication styles and approaches. Sarjana Kerja Kerja Kerja! contains criticism of Indonesia Kerja slogan. This advertisement conveys reality criticism that is not in accordance with Jokowi's Nawacita expectations and offers solutions to changes in the economic system, prosperous, and independent Indonesia. Whereas through the political campaign si Manis Jembatan Ancur, a message was found on the success of infrastructure development in the Jokowi era which was not only focused on big cities but also to remote villages as illustrated in the background of the advertisement. In this advertisement there is a campaign content where one of them is the figure of cleric who has many similarities with Jokowi's vice-presidential candidate, K.H. Ma'ruf Amin is synonymous with santri. Key Words; Semiotics, Sanders Pierce, Political Campaign, Jokowi Prabowo

scholarly journals Christianising Edgar Chagwa Lungu: The Christian nation, social media presidential photography and 2016 election campaign

2018 ◽  
Vol 4 (1) ◽  
Author(s):  
Chammah J Kaunda
Keyword(s):  
Social Media ◽  
Political Theory ◽  
Political Ideology ◽  
Political Power ◽  
Moral Authority ◽  
General Election ◽  
Election Campaign ◽  
Political Campaign ◽  
2016 Election ◽  
Christian Nation

This article investigates how the declaration of Zambia as a Christian nation (hereafter the Declaration), presidential photography and social media intersected during Edgar Lungu’s political campaign in the general election of 2016. It is framed within a missio-political theory to analyse qualitative material collected from January 2016 to February 2018 in Zambia. The missio-ethnography approach as an empirical missiological research which sought to analyse how the Declaration discourse has developed into a political ideology used to legitimized Lungu’s political power and moral authority among some Pentecostal-Charismatic religious sector.

scholarly journals Testing Social Media Water Conservation Messages that Convey Extension Evaluation Results

2021 ◽  
Author(s):  
Laura Warner ◽  
Colby Silvert ◽  
Jamie Loizzo ◽  
Jarred Shellhouse
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Water Conservation ◽  
Message Framing ◽  
Media Environment ◽  
Message Frame ◽  
Extension Professionals ◽  
Media Message ◽  
Extension Evaluation ◽  
Outcome Metrics

In this study, we tested frames Extension professionals could use to promote residential water conservation through social media. We randomly assigned Florida residents to view one of six visual messages with water conservation facts or stories and then measured willingness to engage with education programs and conservation behaviors. There were clear differences in message frame performance, but better performance was highly dependent on outcome metrics used. Therefore, we were unable to identify a preferred frame. These findings need to be further examined in an authentic social media environment to inform best practices in social media message framing for Extension professionals.

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