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How Social Media Shape Political Campaigns
How Social Media Shape Political Campaigns
The potential of new media to shape public opinions about major issues in our society is
undoubtedly greater than the ones mainstream platforms had before the emergence of the new
ones. Digital communication platforms had redefined every aspect of the structures and systems
for engaging citizens in the development of their society since their prominence are dependent on
ease of access and distribution capability. While new media such as social media platforms have
become avenues for socioeconomic and cultural changes, their role in the operation of the
processes and creation of the strategies used in the political landscape is considered most
profound. Facebook and Twitter are communication channels for the distributing information to
the electorate thereby making them the primary tools for the campaign projects of politician.
Therefore, this research would examine the models that political parties have leverage the power
and influence of social media to increase voter engagement and participation in ways that
increase their chances for victory at the polls. It will argue that the distinguishing features of this
new media are the part of the reasons why traditional ones are restructuring their strategies to
remain relevant in the current and future dispensation.
Overview of the relationship between media and politics
A. The approaches used by traditional media to engage politicians, political
organizations, and the electorate.
B. How information of major political issues and agendas are disseminated
by the media
The emergence of social media platforms as the drivers of new media
A. The various elements of social media
B. How these elements are used for communication
C. Impact of social media on the development of public opinion and discussions
Social media and its influence on political campaigns
A. The use of political microblogging for communication
B. Social network sites and availability of public content
C. Political blogs and campaign agendas.
The effect on social media on voting behavior
A. The elements of the behavior of the electorate
B. The imperatives of controlling voting behavior for political success
C. Issues associated with the use of social media for political campaigns
Social media and campaign finance in the United States
A. Community actions
B. The legality of using social media platforms for generating funds for political
C. Approaches for the effective use of social media platforms for political campaigns
D. The future role of new media in shaping the methods for political campaigns
Anstead, N., & O’Loughlin, B. (2015). Social media analysis and public opinion: The 2010 UK
general election. Journal of Computer-Mediated Communication, 20(2), 204-220.
Apuke, O. D., & Apollos, I. N. (2017). Public Perception of the role of Facebook usage in
Political Campaign in Nigeria. International Journal of Community Development &
Management Studies1, 1-18.
Bright, J., Hale, S. A., Ganesh, B., Bulovsky, A., Margetts, H., & Howard, P. (2017). Does
Campaigning on Social Media Make a Difference? Evidence from candidate use of
Twitter during the 2015 and 2017 UK Elections. arXiv preprint arXiv:1710.07087.
Biswas, A., Ingle, N., & Roy, M. (2014). Influence of social media on voting behavior. Journal
of Power, 2(2), 127-155.
Dutta, N., & Bhat, A. K. (2016). Use of Social Media for Political Engagement: A Literature
Harris, K., & McCabe, A. (2017). Community Action and Social Media. Third Sector Research
Centre Working Paper 139
McElwee, L., & Yasseri, T. (2017). Social Media, Money, and Politics: Campaign Finance in the
2016 US Congressional Cycle. arXiv preprint arXiv:1711.10380.
Owen, D. (2011). Media: the complex interplay of old and new Forms. New Directions in
Campaigns and Elections/Medvic SK (ed.). NY: Routledge, 145-162.
Stieglitz, S., & Dang-Xuan, L. (2013). Social media and political communication: a social media
analytics framework. Social Network Analysis and Mining, 3(4), 1277-1291.
Vaccari, C., Valeriani, A., Barberá, P., Bonneau, R., Jost, J. T., Nagler, J., & Tucker, J. A.
(2015). Political expression and action on social media: Exploring the relationship
between lower-and higher-threshold political activities among Twitter users in
Italy. Journal of Computer-Mediated Communication, 20(2), 221-239.
Vonderschmitt, K. (2012). The Growing Use of Social Media in Political Campaigns: How to
use Facebook. Twitter and YouTube to Create an Effective Social Media Campaign.
Brunello, A. R. (2015). Politics, Ethics and Capital Punishment in America.

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