{"title":"Trump Trumps Baldwin? How Trump’s Tweets Transform SNL into Trump’s Strategic Advantage","authors":"Amy B. Becker","doi":"10.1080/15377857.2017.1411860","DOIUrl":null,"url":null,"abstract":"What happens when a politician responds through social media to critical humor, as in the case of Donald Trump’s hostile reactions toward Alec Baldwin’s appearances on Saturday Night Live (SNL)? Analysis of experimental data collected in December 2016 (N = 325) shows that viewing Trump’s Twitter response accusing SNL of media bias inoculates viewers against Baldwin’s anti-Trump satire that is present in the original skit. Moreover, viewing the SNL skit and an article detailing Trump’s continued Twitter engagement with the show over the course of the fall 2016 season encourages viewers to connect the anti-Trump SNL humor with Hillary Clinton and Tim Kaine, resulting in significantly lower favorability ratings for the Democratic opposition. The implications of the findings and their influence on strategic political communication are discussed.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"19 1","pages":"386 - 404"},"PeriodicalIF":1.9000,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2017.1411860","citationCount":"10","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Political Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15377857.2017.1411860","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"POLITICAL SCIENCE","Score":null,"Total":0}
引用次数: 10
Abstract
What happens when a politician responds through social media to critical humor, as in the case of Donald Trump’s hostile reactions toward Alec Baldwin’s appearances on Saturday Night Live (SNL)? Analysis of experimental data collected in December 2016 (N = 325) shows that viewing Trump’s Twitter response accusing SNL of media bias inoculates viewers against Baldwin’s anti-Trump satire that is present in the original skit. Moreover, viewing the SNL skit and an article detailing Trump’s continued Twitter engagement with the show over the course of the fall 2016 season encourages viewers to connect the anti-Trump SNL humor with Hillary Clinton and Tim Kaine, resulting in significantly lower favorability ratings for the Democratic opposition. The implications of the findings and their influence on strategic political communication are discussed.
期刊介绍：
The Journal of Political Marketing aims to be the leading scholarly journal examining the latest developments in the application of marketing methods to politics. As the political world becomes more complex and interwoven, it is imperative for all interested parties to stay abreast of “cutting edge” tools that are used in unique and different ways in countries around the world. The journal goes beyond the application of advertising to politics to study various strategic marketing tools such as: Voter segmentation Candidate positioning Use of multivariate statistical modeling to better understand the thinking and choices made by voters.
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