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Social media are revolutionizing the American electoral process. Their integral role in facilitating campaign communication and networking has rapidly evolved into a standard element of candidate strategy, voter engagement, and media reporting.

Featuring work by an esteemed line-up of contributors, Presidential Campaigning and Social Media: An Analysis of the 2012 Campaign is the first book to provide a detailed analysis of the role that social media and social networking sites (SNS)--including Facebook, Twitter, YouTube, Tumblr, Google+, Instagram, Pinterest, and others--played in the 2012 Republican presidential primaries and the general election campaign. Using both quantitative and qualitative methodological approaches, the book thoroughly examines the 2012 campaign's use of each form of social media technology and social networking sites and considers which strategies were effective in connecting with and motivating the electorate to vote. Presidential Campaigning and Social Media is ideal for courses in campaigns and elections.

• Sales Rank: #829474 in Books
• Published on: 2014-06-20
• Released on: 2014-06-20
• Original language: English
• Number of items: 1
• Dimensions: 6.10" h x .80" w x 9.10" l, .0 pounds
• Binding: Paperback
• 352 pages

Review

"Hendricks and Schill provide the most comprehensive collection on the use of social media in the 2012 presidential campaign. This impressive volume provides insight into the growing importance, role, and scope of social media in contemporary political campaigns."--Robert Denton, Virginia Tech

"Presidential Campaigning and Social Media is a good, thorough examination of the uses and impact of new technological advancements on the political landscape. It does an excellent job of providing a backdrop for research into social media and the way that it shapes the behavior of voters."--Michael K. Romano, Western Michigan University

"In fact, the greatest contribution of Presidential Campaigning and Social
Media may be that it lays the groundwork for future social media research. The book cannot
provide definitive answers about a phenomenon that is still evolving, but it does provide
a solid research foundation upon which scholars can build." --Kyle Heim, Seton Hall University, Presidential Studies Quarterly

About the Author

John Allen Hendricks is Chair and Professor of Mass Communication at Stephen F. Austin State University. He is the author of six books including Communicator-in-Chief: How Barack Obama Used New Media Technology to Win the White House (2010), which was the recipient of the National Communication Association's Applied Research Division's 2011 Distinguished Scholarly Book Award.

Dan Schill is an Associate Professor of Communication Studies at James Madison University. He is the author of Stagecraft and Statecraft: Advance and Media Events in Political Communication (2009) and has published work in numerous journals including Review of Communication,, PS: Political Science & Politics, and Presidential Studies Quarterly.

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