The Digital Architectures of Social Media: Comparing Political Campaigning on Facebook, Twitter, Instagram, and Snapchat in the 2016 U.S. Election

The present study argues that political communication on social media is mediated by a platform's digital architecture, defined as the technical protocols that enable, constrain, and shape user behavior in a virtual space. A framework for understanding digital architectures is introduced, and four platforms (Facebook, Twitter, Instagram, and Snapchat) are compared along the typology. Using the 2016 US election as a case, interviews with three Republican digital strategists are combined with social media data to qualify the studyies theoretical claim that a platform's network structure, functionality, algorithmic filtering, and datafication model affect political campaign strategy on social media

Platformed Interactions : How Social Media Platforms Relate to Candidate-Constituent Interaction During Finnish 2015 Election Campaigning

Interaction between candidates and constituents via social media is a well-studied domain. The article takes this research further through a synthesis with platform studies, emerging scholarship that applies a critical perspective to the role of digital platforms in society. Examination of candidate-constituent interaction via Twitter and Facebook during the 2015 Finnish parliamentary elections revealed that the types of interaction differ between the two platforms: Facebook was used for formal campaigning and for praising and expressing support, while Twitter was utilized for information and for seeking and sharing opinions. An additional finding is that interaction approaches may be platform-specific, with socio-emotional functions being employed more often by candidates than constituents on Facebook while no such difference existed for Twitter. On the basis of the implication that platforms have a critical role in the nature of candidate-constituent social media interaction, we discuss the implications of platformed interaction for the democratic process, suggesting that campaign strategy may exploit it in ways that may even necessitate regulation. Furthermore, scholars of social media interaction might need to consider the broader ramifications of the findings, and contributions to theory that acknowledge platforms' part in interaction may be needed.Peer reviewe

Political Platforms: Technology, User Affordances, and Campaign Communications

Political candidates communicate across a wide number of platforms during their campaigns, including television, Facebook, Twitter, debates, radio, and newspapers. However, these platforms are not the same. Each is made up of a number of different technical features and user affordances. Technical features shape the type of content that can be transmitted through each platform and user affordances describe how platforms are interpreted and used by candidates. The interaction between features and affordances suggests that content ought to vary across platforms, even when the user of those platforms is the same. I argue in this project that the interaction of features and affordances inclines platforms towards certain ideological audiences and allows for interactions between candidates. I term these the audience and channel of the platform. Audience can range from narrow to broad indicating the degree to which the audience is ideologically homogenous. Channel goes from shared to independent as an indication of how easily candidates can directly interact with their opponents. I find that broad audience platforms with independent channels are, on average, more negative than narrow audience, shared channel platforms. I also find that policy content is more present in broad audience platforms. Finally, I find that visual communications also exhibit similar patterns. Broad audience and independent channel platforms are markedly more negative and contain more policy language than narrow audience and shared channel platforms. These findings stand up with multiple test of robustness, including different dictionary specifications, word counts, and different elections. These findings suggest that audiences are being exposed to systematically different content, depending on where they get their information from. This could have meaningful and serious implications for our understanding of political knowledge, polarization, candidate evaluations, and voting. I offer the Platform Audience and Channel Theory as a tool for researchers to study current platforms and a way to understand platforms that have not yet been developed.PHDCommunicationUniversity of Michigan, Horace H. Rackham School of Graduate Studieshttp://deepblue.lib.umich.edu/bitstream/2027.42/163218/1/dhrice_1.pd

Civic political engagement and social change in the new digital age

International audienceOver recent decades, research on the internet and political participation has substantially developed, from speculative studies on possible impacts in social and economic life to detailed analyses of organizational usage. In the field of politics focus is increasingly shifting from understanding organizational, or supply side, to the usage and dimension of citizen engagement. Citizens have various ways to engage in civic political life, with many new forms of engagement facilitated by digital technologies. The question is to what extent these forms of engagement have any impact on society and the way society is governed. More particularly, what forms of engagement have impact, what type of impact is evidenced, is that impact positive or negative, in what ways and for whom

Political organisation, leadership and communication in authoritarian settings: Digital activism in Belarus and Russia

Citizens of authoritarian regimes face multiple constraints when they express critical political views using digital media. The regime may monitor their activities, censor their speech or persecute them. Despite these challenges, politically-active citizens organise outside of traditional hierarchical arrangements to advocate for pro-democracy changes. I analyse how the affordances of digital media help activists to organise, to select and to protect their leaders, as well as to distribute information. I use interviews, content analysis and participant observation to study two recent cases of successful political campaigning on digital media. Unusually, both cases managed to challenge the state elites in authoritarian countries, Belarus and Russia respectively. I found that the two studied organisations relied on ad hoc, segmented and shadowed organisational configurations that deployed vast digital communication infrastructures to disseminate information. Journalists, the authorities and the public often misperceived these configurations as either over-centralised or not organised at all. This misperception, as well as the management of leadership visibility on social media, allowed activist groups to protect some of their leaders from persecution. The findings contribute to the discussion regarding the nature of political organising in the digital age by refining and problematising social movement theories for digital authoritarian contents. The study also contributes to the discussion of the strategies that authoritarian regimes use to respond to and combat online opposition. These findings challenge the idea that authoritarian regimes have neared full co-optation of the internet. Instead, the internet should be considered as a battlefield for political influence

Social Media and Social Transformation Movements: The Role of Affordances and Platforms

Social media (SM) have played a critical role in recent social transformation movements and yet information systems (IS) literature has only sparsely examined the role of particular SM platforms and their affordances that facilitate such collective action, and how such affordances are appropriated for decentralised forms of collaboration and cooperation. We draw on theories of affordances and collective action to identify a range of functional SM affordances, and related SM platforms, impacting online activism in the recent social transformation movements in Egypt, based on field interviews with a variety of movement participants. We identify nine perceived affordances of SM that were instrumental during the social transformation movements. When these affordances are appropriated by movement participants, they interact with and complement each other, thereby significantly impacting mobilization for social change. Our findings provide a more nuanced perspective on the role of SM in social transformation movements and have implications for both IS and collective action theories

Securing the Youth Vote: A Comparative Analysis of Digital Persuasion on TikTok Among Political Actors

In the context of "pop politics" and "politainment," the irruption of TikTok has changed the landscape of social media and become the fastest-growing application among young people. Based on the peculiarities of the social platform's affordances and the political personalization approach, we explore the differences between political parties and political leaders in terms of digital persuasion on TikTok in Spain and Poland. This work contributes to the scarce knowledge about the strategic use of TikTok for political purposes. It also attempts to fill the gap in the comparative research into the practical uses of TikTok in different political contexts. The study explores the three classical persuasion appeals - pathos, ethos, and logos - based on a visual, quantitative analysis of N = 372 videos posted on the official TikTok profiles of the main political parties and leaders from January 1st to March 31st, 2022. Differences were found in how political parties and political leaders used TikTok's affordances as well as in the main rhetorical resource they use to persuade. We noted the use of more rational resources (logos) in the case of political parties and more emotional resources (pathos) for political leaders. Further, the rare presence of the personality in the videos of the political actors (ethos), along with their unusual privatization role, indicate that personalization on TikTok is far from being considered as part of their digital persuasion strategy

Experiencing Political Advertising Through Social Media Logic: A Qualitative Inquiry

The allocation of political advertising in social media is rising in Western campaigns. Yet audiences, unlike those of television advertising, are no longer isolated and passive consumers of linear discourses from politicians; users can now interact, share, and merge political advertising with other messages. Literature has dealt with the effects of such affordances separately, yet not in an integrative, holistic way that makes it possible to observe how they interact with each other. Hence, this article explores qualitatively how users experience, engage with, and make sense of political advertising in social media, and how its affordances mediate the attitudes, responses, and meanings users bring to political advertising and its sponsors. Under the lenses of the theory of social media logic, which points out the properties of social media - popularity, programmability, datafication, and connectivity - that structure users' experiences, we conducted six focus group sessions with Mexican users (n = 34) during the 2021 federal campaigns. Findings show the fuzziness of digital advertising for users, which blurs with other formats like infographics or memes, the crucial role of individual linkages for advertising attention and attitude formation, a mismatch between the platform's political feed and citizens' information needs, and the tactics users perform to tame or avoid political content, disengaging them from campaigns