Political Marketing on Social and Mobile Media

Remaking the Paradigm?

AvMelissa M. Smith

Inbunden, Engelska, 2025

Del i serien Routledge Studies in Media, Communication, and Politics

2 438 kr

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2025-09-10
Mått:156 x 234 x 15 mm
Vikt:500 g
Format:Inbunden
Språk:Engelska
Serie:Routledge Studies in Media, Communication, and Politics
Antal sidor:170
Förlag:Taylor & Francis Ltd
ISBN:9781032875224

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Mer om författaren

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).

Innehållsförteckning

PART I A Bit of History, a Bit of the Future1 Introduction2 Social and Mobile Media in Political Campaigns: A Short HistoryPART II Marketing a Candidate’s Image3 Negative Campaigning on Social Media4 TikTok Trolling as a Political Campaign Strategy in 2022 Midterm Elections5 Controlling the Narrative on Social MediaPART III Distributing Political Messages6 Social Media and Politics: Young Voters’ Perceptions and Motivations7 Content Creators and Campaigns8 Foreign Misinformation Campaigns and McLuhan’s Fifth EpochPART IV Return on Investment9 Campaign Fundraising and Social Media10 Michael Bloomberg: When All the Money in the World Can’t Sell a Bad Candidate11 Can Social Media Turn Out Voters for Political Candidates?12 Conclusions