Pub Date : 2022-09-09DOI: 10.1080/15377857.2022.2110352
S. Kruschinski, J. Haßler, Pablo Jost, Michael Sülflow
{"title":"Posting or Advertising? How Political Parties Adapt Their Messaging Strategies to Facebook’s Organic and Paid Media Affordances","authors":"S. Kruschinski, J. Haßler, Pablo Jost, Michael Sülflow","doi":"10.1080/15377857.2022.2110352","DOIUrl":"https://doi.org/10.1080/15377857.2022.2110352","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2022-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45122523","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-01DOI: 10.1080/15377857.2022.2104424
Dimas Subekti, Achmad Nurmandi, D. Mutiarin
{"title":"Mapping Publication Trend of Political Parties Campaign in Social Media: A Bibliometric Analysis","authors":"Dimas Subekti, Achmad Nurmandi, D. Mutiarin","doi":"10.1080/15377857.2022.2104424","DOIUrl":"https://doi.org/10.1080/15377857.2022.2104424","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2022-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46026093","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-26DOI: 10.1080/15377857.2022.2099585
K. Kenski, Dam Hee Kim, S. M. Jones-Jang
ABSTRACT This study investigates the relationship between presidential candidate evaluations and following the candidates on five social media (SM) platforms: Facebook, Twitter, Instagram, Snapchat, and YouTube. Analyses of national survey data collected during the 2020 presidential campaign (N = 2,120) suggest that following a candidate on SM is positively associated with feelings toward that candidate, even after gender, age, race, education, party identification, and online news media use have been taken into consideration. Specifically, individuals who followed Trump on Facebook, Twitter, and/or YouTube supported him more than did those who did not follow him. Following Biden on Facebook, Twitter, Instagram, and/or Snapchat was positively associated with his feeling thermometer ratings after demographic variables, party identification, and online news media use were controlled. Moreover, we show that these positive relationships were more pronounced among those who did not identify with one of the major political parties. Following a candidate, however, was not necessarily associated with decreased support for the opposing candidate. Overall, our results highlight the importance of politicians’ use of social media during campaigns and suggest that following candidates on different SM platforms has unique relationships with candidate evaluations.
{"title":"Candidate Evaluations and Social Media Following during the 2020 Presidential Campaign","authors":"K. Kenski, Dam Hee Kim, S. M. Jones-Jang","doi":"10.1080/15377857.2022.2099585","DOIUrl":"https://doi.org/10.1080/15377857.2022.2099585","url":null,"abstract":"ABSTRACT This study investigates the relationship between presidential candidate evaluations and following the candidates on five social media (SM) platforms: Facebook, Twitter, Instagram, Snapchat, and YouTube. Analyses of national survey data collected during the 2020 presidential campaign (N = 2,120) suggest that following a candidate on SM is positively associated with feelings toward that candidate, even after gender, age, race, education, party identification, and online news media use have been taken into consideration. Specifically, individuals who followed Trump on Facebook, Twitter, and/or YouTube supported him more than did those who did not follow him. Following Biden on Facebook, Twitter, Instagram, and/or Snapchat was positively associated with his feeling thermometer ratings after demographic variables, party identification, and online news media use were controlled. Moreover, we show that these positive relationships were more pronounced among those who did not identify with one of the major political parties. Following a candidate, however, was not necessarily associated with decreased support for the opposing candidate. Overall, our results highlight the importance of politicians’ use of social media during campaigns and suggest that following candidates on different SM platforms has unique relationships with candidate evaluations.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"21 1","pages":"272 - 283"},"PeriodicalIF":1.2,"publicationDate":"2022-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45906135","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-19DOI: 10.1080/15377857.2022.2099579
Terri L. Towner, C. Muñoz
ABSTRACT Political campaigns are becoming immensely visual, with many platforms, such as YouTube, Instagram, and SnapChat, employed by candidates. We focus on the second most popular platform, Instagram, examining how the 2020 presidential candidates, Donald Trump and Joe Biden, utilize “Stories” in their digital campaigns. Instagram “Stories” allow users to capture and post related images and videos in a slideshow format that disappears after 24-hours. Yet, how did the candidates utilize the Instagram Story technology affordances, such as location tags, stickers, swipe up/websites, and hashtags? What political messages – attack, behind the scenes, or rally - did the candidates use both before and after Election Day? How do the candidates differ in the Story messages? Through the technology affordances lens, we conduct a quantitative content analysis of Instagram Stories posted by Trump and Biden one week before and after Election Day 2020. Our findings reveal how the possible actions or affordances linked to the “Story” feature allow candidates to communicate and engage with users. We conclude by offering a set of industry recommendations when using Instagram Stories in campaigns.
{"title":"A Long Story Short: An Analysis of Instagram Stories during the 2020 Campaigns","authors":"Terri L. Towner, C. Muñoz","doi":"10.1080/15377857.2022.2099579","DOIUrl":"https://doi.org/10.1080/15377857.2022.2099579","url":null,"abstract":"ABSTRACT Political campaigns are becoming immensely visual, with many platforms, such as YouTube, Instagram, and SnapChat, employed by candidates. We focus on the second most popular platform, Instagram, examining how the 2020 presidential candidates, Donald Trump and Joe Biden, utilize “Stories” in their digital campaigns. Instagram “Stories” allow users to capture and post related images and videos in a slideshow format that disappears after 24-hours. Yet, how did the candidates utilize the Instagram Story technology affordances, such as location tags, stickers, swipe up/websites, and hashtags? What political messages – attack, behind the scenes, or rally - did the candidates use both before and after Election Day? How do the candidates differ in the Story messages? Through the technology affordances lens, we conduct a quantitative content analysis of Instagram Stories posted by Trump and Biden one week before and after Election Day 2020. Our findings reveal how the possible actions or affordances linked to the “Story” feature allow candidates to communicate and engage with users. We conclude by offering a set of industry recommendations when using Instagram Stories in campaigns.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"21 1","pages":"221 - 234"},"PeriodicalIF":1.2,"publicationDate":"2022-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48648021","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-19DOI: 10.1080/15377857.2022.2099582
Bethany A. Conway, Eric Tsetsi, K. Kenski, Yotam Shmargad
ABSTRACT Two previous studies investigated the relationship between newspaper issue agendas and those of candidate and campaign Twitter feeds during the presidential nomination seasons in 2012 and 2016. Both found the intermedia agenda-setting power resided with newspapers. This study replicates the previous two by examining the issue agendas of the nation’s top newspapers and those of candidate and campaign Twitter feeds during the 2020 presidential nomination season. Computer-assisted content analysis and time-series analysis suggest that intermedia agenda-setting power was more even-handed during the 2020 nomination seasons compared to 2012 and 2016, although this finding depends on the metric used.
{"title":"Tipping the Twitter vs. News Media Scale? Conducting a Third Assessment of Intermedia Agenda-Setting Effects during the Presidential Nomination Season","authors":"Bethany A. Conway, Eric Tsetsi, K. Kenski, Yotam Shmargad","doi":"10.1080/15377857.2022.2099582","DOIUrl":"https://doi.org/10.1080/15377857.2022.2099582","url":null,"abstract":"ABSTRACT Two previous studies investigated the relationship between newspaper issue agendas and those of candidate and campaign Twitter feeds during the presidential nomination seasons in 2012 and 2016. Both found the intermedia agenda-setting power resided with newspapers. This study replicates the previous two by examining the issue agendas of the nation’s top newspapers and those of candidate and campaign Twitter feeds during the 2020 presidential nomination season. Computer-assisted content analysis and time-series analysis suggest that intermedia agenda-setting power was more even-handed during the 2020 nomination seasons compared to 2012 and 2016, although this finding depends on the metric used.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"21 1","pages":"247 - 258"},"PeriodicalIF":1.2,"publicationDate":"2022-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46542300","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-18DOI: 10.1080/15377857.2022.2099577
Jody C. Baumgartner
{"title":"Introduction: Political Marketing and the Election of 2020","authors":"Jody C. Baumgartner","doi":"10.1080/15377857.2022.2099577","DOIUrl":"https://doi.org/10.1080/15377857.2022.2099577","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"21 1","pages":"219 - 220"},"PeriodicalIF":1.2,"publicationDate":"2022-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46235869","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-18DOI: 10.1080/15377857.2022.2099580
Heather K. Evans
ABSTRACT Previous work in the area of gender and social media has shown that women campaign and market themselves online very differently than men. While female candidates are more likely to discuss certain types of issues (like education and healthcare) in their campaigns, some research has shown that as more women are added to a congressional race, less attention is paid to those “women’s issues.” Given the steady increase in the number of women running for office and the increasing saliency of “women’s issues” in American politics, this study examines the ways that female candidates marketed themselves differently than their male competitors in the 2020 U.S. House races on Twitter, paying particular attention to the influence of partisanship. The results show that women stressed different policy priorities in their tweets in 2020 compared to male candidates. While partisanship affects what issues get highlighted by candidates on Twitter, gender plays a role in whether candidates discuss issues that directly affect women as a group. Controlling for the context of the race, these findings demonstrate that when more women are added to a race, the likelihood of discussing “women’s issues” increases.
{"title":"Marketing Female Candidates as “Women”: Gender and Partisanship’s Influence on Issue Discussion on Twitter in 2020","authors":"Heather K. Evans","doi":"10.1080/15377857.2022.2099580","DOIUrl":"https://doi.org/10.1080/15377857.2022.2099580","url":null,"abstract":"ABSTRACT Previous work in the area of gender and social media has shown that women campaign and market themselves online very differently than men. While female candidates are more likely to discuss certain types of issues (like education and healthcare) in their campaigns, some research has shown that as more women are added to a congressional race, less attention is paid to those “women’s issues.” Given the steady increase in the number of women running for office and the increasing saliency of “women’s issues” in American politics, this study examines the ways that female candidates marketed themselves differently than their male competitors in the 2020 U.S. House races on Twitter, paying particular attention to the influence of partisanship. The results show that women stressed different policy priorities in their tweets in 2020 compared to male candidates. While partisanship affects what issues get highlighted by candidates on Twitter, gender plays a role in whether candidates discuss issues that directly affect women as a group. Controlling for the context of the race, these findings demonstrate that when more women are added to a race, the likelihood of discussing “women’s issues” increases.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"21 1","pages":"235 - 246"},"PeriodicalIF":1.2,"publicationDate":"2022-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47809390","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-14DOI: 10.1080/15377857.2022.2099584
Tobias Reynolds-Tylus, D. Schill
ABSTRACT The purpose of this study was to test political engagement messages (voter registration and voter mobilization) effectiveness with younger adults using psychological reactance theory as a guiding framework. Two online survey experiments using a 2 (message frame: gain- vs. loss-frame) X 2 (social norm: positive vs. negative) factorial design found that in the context of voter registration, consistent with prior research, both a loss-framed message and a positive norm message elicited greater freedom threat and reactance. However, these findings were not replicated in the context of voter mobilization. Across both topics, the arousal of reactance was associated with diminished behavioral intention (either for registering to vote or for voting). While the social norms approach has been found effective in mobilization campaigns, findings from this study demonstrate that an implicit threat to one’s freedom (in the form of a positive social norms message) can elicit reactance among non-registered voters. This research suggests that political marketers should be aware of the potential for reactance to messages promoting voter registration among non-registered voters and be aware of potential backlash effects of loss-framed and positive norm-based messages in voter registration communication.
{"title":"An Application of Psychological Reactance Theory to College Student Voter Registration and Mobilization","authors":"Tobias Reynolds-Tylus, D. Schill","doi":"10.1080/15377857.2022.2099584","DOIUrl":"https://doi.org/10.1080/15377857.2022.2099584","url":null,"abstract":"ABSTRACT The purpose of this study was to test political engagement messages (voter registration and voter mobilization) effectiveness with younger adults using psychological reactance theory as a guiding framework. Two online survey experiments using a 2 (message frame: gain- vs. loss-frame) X 2 (social norm: positive vs. negative) factorial design found that in the context of voter registration, consistent with prior research, both a loss-framed message and a positive norm message elicited greater freedom threat and reactance. However, these findings were not replicated in the context of voter mobilization. Across both topics, the arousal of reactance was associated with diminished behavioral intention (either for registering to vote or for voting). While the social norms approach has been found effective in mobilization campaigns, findings from this study demonstrate that an implicit threat to one’s freedom (in the form of a positive social norms message) can elicit reactance among non-registered voters. This research suggests that political marketers should be aware of the potential for reactance to messages promoting voter registration among non-registered voters and be aware of potential backlash effects of loss-framed and positive norm-based messages in voter registration communication.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"21 1","pages":"259 - 271"},"PeriodicalIF":1.2,"publicationDate":"2022-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44425895","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-24DOI: 10.1080/15377857.2022.2060644
Diego Ceccobelli, Luigi Di Gregorio
Abstract By reflecting on the interactions among three components – the perception of authenticity, ordinariness and competence – and adopting a holistic approach, this article presents and offers an innovative conceptual framework and a heuristic tool to understand and graphically represent what drives the popularity and success of contemporary political leaders and to co-explain the reasons for their success (or failure). We name this tool the triangle of leadership. With this research aim in mind, we organize this article as follows. First, we pose its theoretical premises by distinctively reflecting on why we believe that competence, authenticity and ordinariness are the most useful and comprehensive dimensions (and terms) to use to understand what makes a political leader as such. Second, we present and discuss its main features, properties, theoretical and practical implications. Finally, with the aim of building a new and solid bridge between academia and political marketing practices and practitioners, we conclude by claiming that the triangle of leadership has the potential to empower political marketing practitioners (and the whole array of civil society actors and organizations) to effectively advise their clients in their attempts to attain high personal approval ratings and electoral support.
{"title":"The Triangle of Leadership. Authenticity, Competence and Ordinariness in Political Marketing","authors":"Diego Ceccobelli, Luigi Di Gregorio","doi":"10.1080/15377857.2022.2060644","DOIUrl":"https://doi.org/10.1080/15377857.2022.2060644","url":null,"abstract":"Abstract By reflecting on the interactions among three components – the perception of authenticity, ordinariness and competence – and adopting a holistic approach, this article presents and offers an innovative conceptual framework and a heuristic tool to understand and graphically represent what drives the popularity and success of contemporary political leaders and to co-explain the reasons for their success (or failure). We name this tool the triangle of leadership. With this research aim in mind, we organize this article as follows. First, we pose its theoretical premises by distinctively reflecting on why we believe that competence, authenticity and ordinariness are the most useful and comprehensive dimensions (and terms) to use to understand what makes a political leader as such. Second, we present and discuss its main features, properties, theoretical and practical implications. Finally, with the aim of building a new and solid bridge between academia and political marketing practices and practitioners, we conclude by claiming that the triangle of leadership has the potential to empower political marketing practitioners (and the whole array of civil society actors and organizations) to effectively advise their clients in their attempts to attain high personal approval ratings and electoral support.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"21 1","pages":"113 - 125"},"PeriodicalIF":1.2,"publicationDate":"2022-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45450140","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-11DOI: 10.1080/15377857.2022.2040689
Marta Żerkowska-Balas, Michał Jan Lutostański, P. Prochera
{"title":"Archetypes of Polish Political Parties - Empirical Analysis","authors":"Marta Żerkowska-Balas, Michał Jan Lutostański, P. Prochera","doi":"10.1080/15377857.2022.2040689","DOIUrl":"https://doi.org/10.1080/15377857.2022.2040689","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2022-03-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47348176","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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