Political Marketing on Social and Mobile Media (eBook, PDF)

Remaking the Paradigm?
Redaktion: Smith, Melissa M.

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 182
• Erscheinungstermin: 10. September 2025
• Englisch
• ISBN-13: 9781040425008
• Artikelnr.: 75006857

Autorenporträt

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 coauthor 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).

Inhaltsangabe

PART I A Bit of History, a Bit of the Future
1 Introduction
2 Social and Mobile Media in Political Campaigns: A Short History
PART II 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 III 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 IV 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