Civic Engagement in Battleground States

There are many different ways to view the impact of living in a political battleground state. One can look at vote choice, civic engagement levels, advertising effects, or political engagement levels. All of these factors, plus many more contribute to the battleground effect. The battleground effect, as we call it, is the result of exposure to massive amounts of political media and influence from campaigns during presidential elections. Advertising is a major way in which battleground states differ from safe states. Beginning with Bill Clinton’s campaign in 1992 many campaign managers have employed a strategy of purchasing ads in local media markets as opposed to national networks. This allows campaigns to target specific localities, while not including those they have already safely won over or have no chance of winning over (Lipsitz). This has evolved into the current situation we have today, where some voters will not see a single presidential ad, while others see them every commercial break. Swing states, without a doubt, are important to elections and central to campaigns. Presidential candidates are spending more money and time than ever in these few states that have been determined battlegrounds. This thesis seeks to determine whether the level of civic engagement residents show is at a higher or lower rate based on how contested their state is in presidential elections. Using results from the 2008 Census Bureau Survey- Civic Engagement Supplement it is possible to compare whether civic engagement levels differ between battleground and safe states. The questions from this survey examined a wide range of civic engagement activities, such as voting, contacting a public official, boycotting, and being involved in community or civic associations. Respondents come from New York and California, two safe states, and Virginia and Ohio, two swing states

Medium as King: Social Media & the Political Campaign

There is a growing need for a greater understanding of the intersection between great content, effective targeting and proper media usage in mediated communication and especially in American politics. As more campaigns move their efforts online in an attempt to reach a rapidly growing digital constituency, more content will continue to be less visible. The major quest for this study will be to challenge the long-standing idea that “content is king” which Bill Gates termed at the inception of the internet. A theoretical background of Marshall McLuhan and Kathleen Hall Jamieson will not only allow us to answer this question, but then will also allow for future researchers to build upon these concepts. This study will aim to demonstrate how the Ted Cruz presidential campaign of 2016, prior to his departure from the race, was an excellent example of the sweet spot in content creation, voter targeting and medium implementation

Brands Take a Stand for Good: The Effect of Brand Activism on Social Media Engagement

Brands are entering an era where brand activism and corporate social responsibility strategies are holding a large influence on consumer purchase decision making, rather than the traditional brand product marketing. A major distribution outlet for the rising brand activism strategy is through social media, where users can directly interact with brands and other users surrounding major issues. Higher engagement with such activism campaigns suggests more consumer support for the brand, leading to higher sales performance potential. This study examines the influence of brand activism campaign qualities on social media engagement, specifically on the Twitter platform. Tweets for 8 different brands – Nike, Reebok, Under Armour, Puma, Always, Yoplait, Procter & Gamble, and Airbnb – were collected using RStudio and Twitter APIs and dissected based on their association to the brand’s activism campaign. A survey was also distributed to gather data on several characteristics for each campaign. A Poisson regression was used to analyze the relationship between social media engagement metrics – favorites and retweets – and the characteristics of tweets and campaigns. Brands that are looking to contribute to the activism space, particularly on Twitter, should produce content that is geared towards individuals, rather than society as a whole. Higher engagement will be generated by campaigns that focus on causes with longer-term impact, in addition to campaigns that target both genders rather than being gender specific

Assessing Creative Media's Social Impact

Examines case studies of documentary film as a means of outreach and community engagement in the age of social media. Offers a model for assessing impact based on quality and ability to enhance awareness, engagement, and social movement and effect change

The impact of Nintendo’s "for men" advertising campaign on a potential female market

In order to emphasize the maturation of their hand-held console and increase its appeal to an adult market, Nintendo's UK advertising campaign for the Game Boy Advance SP drew explicitly upon 'lad' culture and a tongue-in-cheek appropriation of cologne advertising. In this campaign, the lead and most prominent promotional advert for the device used an image of the Game Boy with the tagline "For Men". This paper outlines why Nintendo's decision to present the Game Boy as a male accessory prompted exploration into its potential impact on the female market. Much of the emerging research field examining female participation in game cultures had at that point tended to focus its attention on exploring the experiences of different female groups with a variety of software titles and its associated communities. In contrast, this paper addresses participants' perceptions of the gaming industry and its relevance to them as a (potential) consumer by taking a hardware device as its focus. This was achieved by conducting a series of focus groups, with a range of both experienced and inexperienced female game players, during which participants were asked to engage with the hand-held device and experience both its single and networked game-play capabilities with the game Legend of Zelda. The findings address participants' awareness and views on the extent to which gaming is coded male and its ramifications for their participation in game cultures

The Effects of Negative Political Advertising on Young College-Educated Voters

This study examines the effectiveness of negative and positive political advertisements among voters in college. The study builds on past research exploring negative political advertising and demobilization and mobilization theories. Additionally, potential backlash against sponsoring candidates of negative policy-based attack ads is looked at as is whether those who regularly follow politics are affected differently by ads than those who do not. Fifty-three college students participated in an experiment in which they rated two candidates based on any prior knowledge and political party, assessing favorability and the likelihood of voting for each candidate. Students then watched a ten minute newscast with either a positive or negative ad sponsored by the same candidate embedded during the commercial break. They were asked again to assess their favorability and likelihood of voting for each candidate. No results were found in support of either mobilization or demobilization theories. Results did not show backlash after viewing the negative ad. The positive ad, however, proved more effective in increasing both the sponsoring candidate’s favorability and participants’ reported likelihood of voting for him. Additionally, these findings do not support past research claiming differences in effects between those who regularly follow politics and those who do not

Like, share, vote

This report explores the potential for social media to support efforts to get out the vote. Overview Across Europe, low voter turnout in European and national elections is a growing concern. Many citizens are disengaged from the political process, threatening the health of our democracies. At the same time, the increasingly prominent role that social media plays in our lives and its function as a new digital public space offers new opportunities to reengage non-voters. This report explores the potential for social media to support efforts to get out the vote. It lays out which groups need to be the focus of voter mobilisation efforts, and makes the case for using social media campaigning as a core part of our voter mobilisation efforts. The research draws on a series of social media voter mobilisation workshops run by Demos with small third sector organisations in six target countries across Europe, as well as expert interviews, literature review and social media analysis. Having affirmed the need for and utility of social media voter turnout efforts, Like, Share, Vote establishes key principles and techniques for a successful social media campaign: how to listen to the digital discourse of your audience, how to use quizzes and interactive approaches, how to micro-target specific groups and how to coordinate offline events with online campaigns. This report concludes that, with more of our social and political lives taking place online than ever before, failing to use social media to reinvigorate our democracy would be a real missed opportunity

After Citizens United: Improving Accountability in Political Finance

The vitality of our democracy is being sapped by a rising tide of political spending and a pervasive emphasis on money in the political process. Our political system has taken on the character of a permanent campaign in which elected officials are engaged in a continual chase for campaign dollars and interest groups raise and spend increasingly large sums to gain policy influence. The result is a political environment in which electoral concerns are predominant in policy deliberations and the need for campaign money too often shapes policy actions. Such a system does not serve the best interests of the nation or the business community