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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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Traditional Media, Social Media, and Different Presidential Campaign Messages

Traditional Media, Social Media, and Different Presidential Campaign Messages

(p.136) 7 Traditional Media, Social Media, and Different Presidential Campaign Messages
Controlling the Message

Matthew Eshbaugh-Soha

NYU Press

This chapter examines the differences between traditional and social media coverage of the 2012 presidential election across a range of dimensions, including volume and tone. Using data provided by the Pew Center's Project for Excellence in Journalism, it compares the impact of social media and traditional news reporting on the 2012 presidential campaign. After discussing the content and effect of Internet-based media in presidential election campaigns, the chapter analyzes the social and traditional media coverage of the campaigns of Barack Obama and Mitt Romney. It shows that there are important differences in how traditional and social media affect campaign messages, but that there is not much variation in terms of tone and volume. It also notes that social media are generally more negative than their more traditional counterparts, even as their coverage patterns are essentially the same.

Keywords:   traditional media, social media, presidential election, news reporting, election campaigns, Barack Obama, Mitt Romney, campaign messages

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