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

Political Marketing: How Social Media influenced the 2008-2016 U.S. Presidential Elections and Best Practices Associated

Political marketing has become a growing facet of marketing that has infiltrated the campaigning of U.S. presidential elections. Within this cognate of marketing, social media has become a major component of predicting election outcomes starting with the 2008 U.S. presidential election. An analysis of the social media performance of candidates from the 2008 to 2016 U.S. presidential elections reveals how the power of social media can be harnessed to increase voter participation, connect voters to offline political activity, and engage voters with candidates on a more personal note. Social media political marketing should further emphasize the candidate’s brand and build followership through targeted messaging to desired segments. Social media continues to grow in use and bypass direct news sources; therefore, it must complement and create a dialogue with traditional media, as it will likely surpass it someday. To use social media effectively in political marketing, best practices are outlined in this paper with regards to content, engagement, security, platform selection, targeting, group membership environment creation, and display

Predicting How People Vote From How They Tweet

In 2016 Donald Trump stunned the nation and not a single pollster predicted the outcome. For the last few decades, pollsters have relied on phone banking as their main source of information. There is reason to believe that this method does not present the complete picture it once did due to several factors--less landline usage, a younger and more active electorate, and the rise of social media. Social media specifically has grown in prominence and become a forum for political debate. This project quantitatively analyzes political twitter data and leverages machine learning techniques such as Naive-Bayes to model election results. Early results are promising, and a true evaluation of the model will come from testing in future elections

The Impact of Social Media and Digital Technology on Electoral Violence in Kenya

Electoral violence has become synonymous with Kenya’s elections. This acquired deadly proportions during the 2007 elections. However, it was also during this time that social media and digital technology was first used for political reasons including campaigning and polling. Social media and digital technology had mixed uses where it was not only used to propagate hate speech and mobilise for violence, but also to identify and map out violence hotspots. Since then, they have increasingly become an indispensable tool in Kenya’s politics and governance, used by political leaders to spread information, campaign and mobilise. However, the widespread reach of social media has also been a major challenge to security, peace and peacebuilding since it has been used to incite hatred and violence. This paper identifies the specific threats that social media and digital technology pose and opportunities they present for violence prevention. Ultimately, the paper seeks to present the opportunities that exist for partnerships between state and non-state actors to effectively prevent political and electoral violence.ESR

Exploring Gendered Nonverbal Behavior in the 2016 U.S. Presidential Debates

The purpose of our paper is to explore the gendered double-bind in political communication. Research by argumentation scholars and others point to a double standard in media portrayals of nonverbal behavior by male and female politicians. Our analysis will rely on primarily strategic maneuvering to examine closely the ways in which gender stereotypes were enacted by U.S. Presidential candidates during televised debates in 2016