Political Marketing on Social and Mobile Media

Remaking the Paradigm?
1. Auflage 2025
ISBN: 978-1-032-87522-4
Verlag: Taylor & Francis Ltd

Buch, Englisch, 192 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 453 g

Reihe: Routledge Studies in Media, Communication, and Politics

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.

Zielgruppe

Academic, Postgraduate, and Undergraduate Advanced

Autoren/Hrsg.

Smith, Melissa M.

Fachgebiete

• Sozialwissenschaften Politikwissenschaft Politikwissenschaft Allgemein Politische Geschichte
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften
• Sozialwissenschaften Politikwissenschaft Politikwissenschaft Allgemein Politische Theorie, Politische Philosophie
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Mediensoziologie

Inhaltsverzeichnis

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

Über Autor(innen)

Melissa M. Smith is a professor of communication and holds the Gibbons Chair of Journalism at Mississippi University for Women, USA. Along with publishing and presenting several articles in political communication, she was co-author of Campaign Finance Reform: The Political Shell Game (2010), Dark Money, Super PACs and the 2012 Election (2014) and author of Third Parties, Outsiders, and Renegades: Modern Challenges to the Two-Party System in Presidential Elections (2022).