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Controlling the MessageNew Media in American Political Campaigns$
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Victoria A. "Farrar-Myers and Justin S. Vaughn

Print publication date: 2015

Print ISBN-13: 9781479886357

Published to NYU Press Scholarship Online: September 2016

DOI: 10.18574/nyu/9781479886357.001.0001

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Controlling the Message in the Social Media Marketplace of Ideas

(p.1) Introduction
Controlling the Message

Victoria A. Farrar-Myers

Justin S. Vaughn

NYU Press

This book examines how new and social media have become an integral part of daily political life and election campaigns in the United States. Using the context of the 2012 presidential election pitting Barack Obama against Mitt Romney, it considers how new media influence contemporary politics by creating a “social media marketplace of ideas.” The book utilizes interviews, online comments, and video clips to elucidate how political candidates and campaigns can leverage social and other forms of new media to promote or at least control their message. Its focus is therefore on who controls and who consumes the political message and what impact (if any) these processes have for election outcomes. Finally, the book explores the implications of social media usage for democracy.

Keywords:   social media, political life, election campaigns, presidential election, Barack Obama, Mitt Romney, new media, political candidates, political message, democracy

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