Christine B Williams - Social Media, Political Marketing and the 2016 U.S. Election

Facebook, Twitter and Instagram create new ways to market political campaigns and new channels for candidates and voters to interact. This volume investigates the role and impact of social media in the 2016 U.S. election, focusing specifically on the presidential nominating contest. Through case studies, survey research and content analysis, the researchers employ both human and machine coding to analyse social media text and video content. Together, these illustrate the wide variety of methodological approaches and statistical techniques that can be used to probe the rich, vast stores of social media data now available. Individual chapters examine what different candidates posted about and which posts generated more of a response. The analyses shed light on what social media can reveal about campaign messaging strategies and explore the linkages between social media content and their audiences perceptions, opinions and political participation. The findings highlight similarities and differences among candidates and consider how continuity and change are manifest in the 2016 election. Finally, taking a look forward, the contributors consider the implications of their work for political marketing research and practice.

The chapters in this book were originally published as a special issue of the Journal of Political Marketing.

Christine B. Williams is Professor of Political Science at Bentley University, USA, and holds a MA and PhD from Indiana University, USA. She is North American Managing Editor at the Journal of Political Marketing and serves on editorial boards for several other journals. Her publications focus on political communication, specifically new and emerging technologies and e-government.

Bruce I. Newman is Professor of Marketing as well as the Wicklander Fellow in Business Ethics at DePaul University, USA. He is one of the worlds leading experts in political marketing and combines an expertise in marketing and politics with his knowledge of consumer psychology and statistical applications. He is the founding editor-in-chief of the Journal of Political Marketing. He has published more than 15 books and numerous articles on the subjects of political marketing and consumer psychology.

First published 2018
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2018 Taylor & Francis

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ISBN13: 978-1-138-47706-3

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The publisher accepts responsibility for any inconsistencies that may have arisen during the conversion of this book from journal articles to book chapters, namely the possible inclusion of journal terminology.

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The chapters in this book were originally published in the Journal of Political Marketing, volume 16, issue 34 (2017). When citing this material, please use the original page numbering for each article, as follows:

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Henrik P. Bang is Professor of Governance at the Institute for Governance and Policy Analysis, University of Canberra, Bruce, Australia.

Neil Bendle is Associate Professor of Marketing at Ivey Business School, Western University, London, Ontario, Canada.

Dianne Bystrom is Director of the Carrie Chapman Catt Center for Women and Politics, Iowa State University, Ames, Iowa, USA.

Bethany A. Conway-Silva is Assistant Professor, Communication Studies Department, California Polytechnic State University, San Luis Obispo, California, USA.

Michael Cornfield, a political scientist, is an Associate Professor of Political Management at The George Washington University Graduate School of Political Management and Research Director for the Global Center for Political Management, Washington, D.C, USA.