Do Campaigns “Go Negative” on Twitter?

2017 ◽  
pp. 178-191
Author(s):  
Marija Bekafigo ◽  
Allison Clark Pingley
Keyword(s):  
Social Media ◽  
Election Campaigns ◽  
Gubernatorial Elections ◽  
Negative Campaigning ◽  
Negative Ads ◽  
Media Forum

The use of negative ads in traditional election campaigns has been well-documented, but we know little about the use of Twitter to “go negative.” We content analyze candidate tweets from four different gubernatorial elections in 2011 to understand how candidates are using Twitter. We coded 849 tweets to explain the determinants of “going negative” on Twitter. Our results show that while tweets are overwhelmingly positive, candidates go negative by tweeting about policy. We believe this supports the innovation hypothesis and argue that Twitter is a conducive social media forum for policy-based messages due to its highly partisan nature. However, other determinants of negative campaigning such as competitiveness of the race and campaign funding were consistent with the normalization hypothesis. Our mixed results are consistent with other studies on social media and suggest there is still much to be learned from this tool.

Tweeting Negative

2015 ◽  
Vol 6 (1) ◽  
pp. 30-41 ◽  
Author(s):  
Marija Anna Bekafigo ◽  
Allison Clark Pingley
Keyword(s):  
Election Campaigns ◽  
Gubernatorial Elections ◽  
Negative Campaigning ◽  
Negative Ads

The use of negative ads in traditional election campaigns has been well-documented, but the authors know little about the use of Twitter to “go negative.” They content analyze candidate tweets from four different gubernatorial elections in 2011 to understand how candidates are using Twitter. They coded 849 tweets to explain the determinants of “going negative” on Twitter. The results show that while tweets are overwhelmingly positive, candidates go negative by tweeting about policy. They believe this supports the innovation hypothesis, with Twitter being a more conducive forum for policy-based messages. Other determinants of negative campaigning such as competitiveness of the race and campaign funding were consistent with the normalization hypothesis.

scholarly journals Introduction to special issue about election reporting: Why journalism (still) matters

Journalism ◽  
2019 ◽  
Vol 20 (8) ◽  
pp. 985-993 ◽  
Author(s):  
Stephen Cushion ◽  
Daniel Jackson
Keyword(s):  
Social Media ◽  
Political Parties ◽  
Political Communication ◽  
News Media ◽  
Election Campaigns ◽  
Special Issue ◽  
Technological Advances ◽  
Campaign Coverage ◽  
Election Coverage ◽  
Social Media Platforms

This introduction unpacks the eight articles that make up this Journalism special issue about election reporting. Taken together, the articles ask: How has election reporting evolved over the last century across different media? Has the relationship between journalists and candidates changed in the digital age of campaigning? How do contemporary news values influence campaign coverage? Which voices – politicians, say or journalists – are most prominent? How far do citizens inform election coverage? How is public opinion articulated in the age of social media? Are sites such as Twitter developing new and distinctive election agendas? In what ways does social media interact with legacy media? How well have scholars researched and theorised election reporting cross-nationally? How can research agendas be enhanced? Overall, we argue this Special Issue demonstrates the continued strength of news media during election campaigns. This is in spite of social media platforms increasingly disrupting and recasting the agenda setting power of legacy media, not least by political parties and candidates who are relying more heavily on sites such as Facebook, Instagram and Twitter to campaign. But while debates in recent years have centred on the technological advances in political communication and the associated role of social media platforms during election campaigns (e.g. microtargeting voters, spreading disinformation/misinformation and allowing candidates to bypass media to campaign), our collection of studies signal the enduring influence professional journalists play in selecting and framing of news. Put more simply, how elections are reported still profoundly matters in spite of political parties’ and candidates’ more sophisticated use of digital campaigning.

scholarly journals Are microtargeted campaign messages more negative and diverse? An analysis of Facebook Ads in European election campaigns

2021 ◽  
Author(s):  
Alberto López Ortega
Keyword(s):  
Future Research ◽  
Election Campaigns ◽  
Political Arena ◽  
National Elections ◽  
Negative Campaigning ◽  
Original Dataset ◽  
Conceptual Clarity ◽  
Significant Difference ◽  
Campaign Messages ◽  
European Election

AbstractConcerns about the use of online political microtargeting (OPM) by campaigners have arisen since the Cambridge Analytica scandal hit the international political arena. In addition to providing conceptual clarity on OPM and explore the use of such techniques in Europe, this paper seeks to empirically disentangle the differing behaviours of campaigners when they message citizens through microtargeted rather than non-targeted campaigning. More precisely, I hypothesise that campaigners use negative campaigning and are more diverse in terms of topics when they use OPM. To investigate whether these expectations hold true, I use text-as-data techniques to analyse an original dataset of 4,091 political Facebook Ads during the last national elections in Austria, Italy, Germany and Sweden. Results show that while microtargeted ads might indeed be more thematically diverse, there does not seem to be a significant difference to non-microtargeted ads in terms of negativity. In conclusion, I discuss the implications of these findings for microtargeted campaigns and how future research could be conducted.

Social Media in the UK Election Campaigns 2008-2014

2015 ◽  
pp. 325-337 ◽  
Author(s):  
Darren G. Lilleker ◽  
Nigel Jackson ◽  
Karolina Koc-Michalska
Keyword(s):  
Social Media ◽  
Election Campaigns ◽  
The Uk

Elections and Social Media

2015 ◽  
pp. 314-328
Author(s):  
Ahmet Sarıtaş ◽  
Elif Esra Aydın
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Political Campaigns ◽  
The Internet ◽  
Election Campaigns ◽  
The Past ◽  
Target Mass ◽  
The Social ◽  
The World ◽  
Use Of Social Media

Today, using of the internet extended social media by individuals habitually enables both the business firms and politicians to reach their target mass at any time. In this context, internet has become a popular place recently where political communication and campaigns are realized by ensuring a new dimension to political campaigns. When we examine the posts and discussions in the social media, we can say that they are converted into open political sessions. As there are no censorship in such channels, individuals have a freedom to reach to any partial/impartial information and obtain transparent and fast feedback, and with this regard, political parties, leaders and candidates have a chance to be closer to electors. In this study, it is aimed to give information about the social media, present what medium has been used for election campaigns from the past until today and besides, by considering the effects of effective and efficient use of social media and new trends related to the internet by politicians, together with their applications in the world, to make suggestions about its situation and application in Turkey.

One of Many Tools to Win the Election

2016 ◽  
pp. 210-228 ◽  
Author(s):  
Ashik Shafi ◽  
Fred Vultee
Keyword(s):  
Social Media ◽  
Presidential Election ◽  
Real Life ◽  
Political Agenda ◽  
Agenda Building ◽  
Election Campaigns ◽  
Presidential Candidates ◽  
The Public ◽  
Virtual Presence ◽  
Us Presidential Election

Presidential campaigns today are increasingly integrating social media such as Facebook as an efficient tool to communicate with the public and organize their supporters. In a bid to explore how the Facebook is used by the politicians during election campaigns, this chapter explored official Facebook posts by two presidential candidates ahead of the 2012 US presidential election. The findings suggest Facebook was used in the campaign as a platform to organize like-minded voters, and reporting a virtual presence to the voters. Facebook was used strategically to resonate with the real-life campaign, and disseminate instant messages, rather than engaging in discussion with the public. The two candidates had only minor difference in the characteristics of their Facebook contents. The implication of the research for the online political agenda-building tactics is discussed.

Aristotelian rhetoric and Facebook success in Israel’s 2013 election campaign

2015 ◽  
Vol 39 (2) ◽  
pp. 149-162 ◽  
Author(s):  
Tal Samuel-Azran ◽  
Moran Yarchi ◽  
Gadi Wolfsfeld
Keyword(s):  
Social Media ◽  
Party System ◽  
Election Campaigns ◽  
Content Type ◽  
Rhetorical Strategy ◽  
The Social ◽  
Campaign Messages ◽  
The Usa ◽  
Competitive Nature ◽  
Aristotelian Rhetoric

Purpose – The purpose of this paper is to contribute to the mapping of the social media discourse involving politicians and their followers during election campaigns, the authors examined Israeli politicians’ Aristotelian rhetoric on Facebook and its reception during the 2013 elections campaign. Design/methodology/approach – The authors examined the Aristotelian rhetorical strategies used by Israeli politicians on their Facebook walls during the 2013 elections, and their popularity with social media users. Findings – Ethos was the most prevalent rhetorical strategy used. On the reception front, pathos-based appeals attracted the most likes. Finally, the results point to some discrepancy between politicians’ campaign messages and the rhetoric that actually gains social media users’ attention. Research limitations/implications – The findings indicate that Israel’s multi-party political system encourages emphasis on candidates’ credibility (ethos) in contrast to the prevalence of emotion (pathos) in typical election campaigns in two-party systems like the USA. One possible explanation is the competitive nature of elections in a multi-party system where candidates need to emphasise their character and distinct leadership abilities. Practical implications – Politicians and campaign managers are advised to attend to the potential discrepancy between politicians’ output and social media users’ preferences, and to the effectiveness of logos-based appeals. Originality/value – The study highlights the possible effect of the party system on politicians’ online rhetoric in social media election campaigns.

scholarly journals The UK private housebuilding sector: social media perspectives

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nigel Craig ◽  
Nick Pilcher ◽  
Rebecca MacKenzie ◽  
Chris Boothman
Keyword(s):  
Social Media ◽  
Customer Service ◽  
Social Media Data ◽  
Negative Image ◽  
Content Type ◽  
Safety Standards ◽  
The Uk ◽  
House Building ◽  
Media Data ◽  
Media Forum

Purpose The UK private housebuilding sector is the key supplier of new-build homes for customers, constituting a fifth of the entire UK construction industry. Yet, despite the high average cost of houses, and official reports advocating improvement, the sector remains blighted by criticism and a negative image of its quality. However, social media now offers customers new sources of advice and information. In this context, the purpose of this paper is to analyse social media forum posts from new-build homebuyers to reveal perceptions of the industry and illustrate the value of such data for others. Design/methodology/approach This paper presents and thematically analyses 147 comment posts from nine online Facebook forums under the themes of safety; standards; quality; workmanship; customer service; finance and money; advice; National House Building Council; ombudsman; and page closures. Findings Customers express frustration, anger, feelings of neglect and of an abdication of responsibility by the sector. Fundamentally, change is suggested at a systemic level, and it is urged this occurs through powerful and independent bodies. Originality/value To date, social media data has not been analysed in the context of the housebuilding sector. Yet, such data is key not only for its open and wide-reaching nature but also because it can be incorporated into government reports. It is hoped such data will be used by the new home ombudsman the UK Government hopes to establish in 2020 and help rectify many of the performance issues experienced and protect homebuyers.

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