Political Marketing on Social and Mobile Media

Remaking the Paradigm?

Buch | Hardcover

170 Seiten

2025
Routledge (Verlag)
9781032875224 (ISBN)

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This book explores how social and mobile media have been used in political campaigns since 2008. This book will interest researchers and students in the areas of political communication, political science, government, public affairs, and social and digital media.

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.

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).

PART I A Bit of History, a Bit of the Future

1 Introduction

2 Social and Mobile Media in Political Campaigns: A Short History

PART II Marketing a Candidate’s Image

3 Negative Campaigning on Social Media

4 TikTok Trolling as a Political Campaign Strategy in 2022 Midterm Elections

5 Controlling the Narrative on Social Media

PART III Distributing Political Messages

6 Social Media and Politics: Young Voters’ Perceptions and Motivations

7 Content Creators and Campaigns

8 Foreign Misinformation Campaigns and McLuhan’s Fifth Epoch

PART IV Return on Investment

9 Campaign Fundraising and Social Media

10 Michael Bloomberg: When All the Money in the World Can’t Sell a Bad Candidate

11 Can Social Media Turn Out Voters for Political Candidates?

12 Conclusions

Erscheinungsdatum	31.07.2025
Reihe/Serie	Routledge Studies in Media, Communication, and Politics
Zusatzinfo	15 Tables, black and white; 4 Line drawings, black and white; 4 Illustrations, black and white
Verlagsort	London
Sprache	englisch
Maße	156 x 234 mm
Gewicht	500 g
Themenwelt	Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft
	Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft
	Sozialwissenschaften ► Politik / Verwaltung
ISBN-13	9781032875224 / 9781032875224
Zustand	Neuware