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Social Media, Political Marketing and the 2016 U.S. Election (Hardcover)
Loot Price: R4,143
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Social Media, Political Marketing and the 2016 U.S. Election (Hardcover)
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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.
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