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Controlling the Message – New Media in American Political Campaigns - NYU Press Scholarship Online
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Controlling the Message: New Media in American Political Campaigns

Victoria A. "Farrar-Myers and Justin S. Vaughn


From the presidential race to the battle for the office of New York City mayor, American political candidates' approach to new media strategy is increasingly what makes or breaks their campaign. Targeted outreach on Facebook and Twitter, placement of a well-timed viral ad, and the ability to roll with the memes, flame wars, and downvotes that might spring from ordinary citizens' engagement with the issues—these skills are heralded as crucial for anyone hoping to get their views heard in a chaotic election cycle. But just how effective are the kinds of media strategies that American politicians ... More

Keywords: new media, political candidates, new media strategy, public opinion, campaign management, citizen engagement, political campaigns, online comment forums

Bibliographic Information

Print publication date: 2015 Print ISBN-13: 9781479886357
Published to NYU Press Scholarship Online: September 2016 DOI:10.18574/nyu/9781479886357.001.0001


Affiliations are at time of print publication.

Victoria A. "Farrar-Myers, editor
Southern Methodist University

Justin S. Vaughn, editor

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Victoria A. Farrar-Myers and Justin S. Vaughn

Part 1 Elite Utilization

1 Strategic Communication in a Networked Age

Daniel Kreiss and Creighton Welch

2 Congressional Campaigns’ Motivations for Social Media Adoption

Girish J. Gulati and Christine B. Williams

3 Surrogates or Competitors?

Julia R. Azari and Benjamin A. Stewart

Part 2 Message Control in the New Media Environment

Part 3 Social Media’s Impact on Campaign Politics

9 Terms of Engagement

Meredith Conroy, Jessica T. Feezell, and Mario Guerrero

Part 4 Social Media and Civic Relations

12 Sparking Debate

Daniel J. Coffey, Michael Kohler, and Douglas M. Granger

13 Flaming and Blaming

Brian R. Calfano


Victoria A. Farrar-Myers and Justin S. Vaughn