The popularity and virality of political social media: hashtags,mentions, and links predict likes and retweets of 2016 U.S. presidential nominees’ tweets

What political social media messages resonate and get shared? We analyzed the first three months of tweets from Hillary Clinton and Donald Trump since winning their respective nominations and found that messages containing #hashtags, @usermentions, or http://www.websitelinks.com decreased likes and retweets. While these features are intended to increase audience exposure, their presence concurrently increases disfluency – the subjective experience of difficulty associated with cognition. These features make the message less visually clear (perceptual disfluency) and require the translation of symbols and text strings into meaning (orthographic disfluency). Features that improved processing fluency (i.e. embedded images) increased interactions. These findings underscore the importance of fluency in brief word-of-mouth transmissions and suggest strategies for social media users seeking to influence the voting public.     

I Am Woman,Hear Me Tweet! Gender Differences in Twitter Use among Congressional Candidates

This study synthesizes two theoretical literatures to explain gender differences in Twitter usage and effectiveness among US Congressional candidates. The first suggests that candidates in perceived disadvantaged positions, females in this case, innovate to improve their chances of success, and the second, that female politicians often adopt stereotypically masculine behaviors to be successful. On the basis of these theories, we hypothesize and confirm that female candidates are more likely than males to integrate Twitter into their campaigns, but our results are less conclusive regarding a difference in the likelihood that females use negative campaigning tactics via Twitter. Our results also indicate that those females who use Twitter more than their male counterparts tended to do better electorally, but this difference is conditional. Female Republican candidates who tweeted more increased their vote share, but the opposite is true for Democrats. We speculate that this differential effect may be a product of different audiences for social media in each party’s electorate.     

YOUTUBE,TWITTER AND THE OCCUPY MOVEMENT

Videos stored on YouTube served as a valuable set of communicative resources for publics interested in the Occupy movement. This article explores this loosely bound media ecology, focusing on how and what types of video content are shared and circulated across both YouTube and Twitter. Developing a novel data-collection methodology, a population of videos posted to YouTube with Occupy-related metadata or circulated on Twitter alongside Occupy-related keywords during the month of November 2011 was assembled. In addition to harvesting metadata related to view count and video ratings on YouTube and the number of times a video was tweeted, a probability sample of 1100 videos was hand coded, with an emphasis on classifying video genre and type, borrowed sources of content, and production quality. The novelty of the data set and the techniques adapted for analysing it allow one to take an important step beyond cataloging Occupy-related videos to examine whether and how videos are circulated on Twitter. A variety of practices were uncovered that link YouTube and Twitter together, including sharing cell phone footage as eyewitness accounts of protest (and police) activity, digging up news footage or movie clips posted months and sometimes years before the movement began; and the sharing of music videos and other entertainment content in the interest of promoting solidarity or sociability among publics created through shared hashtags. This study demonstrates both the need for, and challenge of, conducting social media research that accommodates data from multiple platforms.     

Live audience responses to live televised election debates: time series analysis of issue salience and party salience on audience behavior

Televised political debates are the platforms for party leaders to outline their party's political programs and to attack those of their political opponents. At the same time journalists who moderate the debates are testing the party leaders’ ability to clearly outline and defend their programs. Television audiences of election debates evaluate these party leaders and political parties based on their television performances. Prior to the social media era, viewers’ evaluations were collected through phone surveys or web questionnaires. Nowadays viewers share their opinions in real-time on social media. Particularly Twitter is used in the Netherlands as the platform to share these opinions. In this study tweets produced by the audiences of five different televised debates that took place during the campaign for the Dutch 2012 parliamentary elections are analyzed in terms of tweeting about politicians and parties as well as political issues, as well as the content of the debates. This allowed us, using time series analysis, to test the relation between issue salience in debates and issue salience of the audience on Twitter. The issues of ‘Employment and income’ and ‘Europe’ were the most tweeted about, roughly aligning with the attention these issues received in televised debates. Findings further show there are consistent audience reactions to issues discussed in the debates: issues of ‘Housing’, ‘Care for the needy', and ‘Europe’ showing the strongest effects. However, candidates and parties are not explicitly associated by people active on Twitter when certain political issues are being debated on TV.     

TWITTER AS A TECHNOLOGY FOR AUDIENCING AND FANDOM

Amongst the most prominent uses of Twitter is its role in the discussion of widely televised events: Twitter's own statistics for 2011, for example, list major entertainment spectacles (the MTV Music Awards and the BET Awards) and sports matches (the UEFA Champions League final and the FIFA Women's World Cup final) amongst the events generating the most tweets per second during the year. During such major media events, Twitter is used most predominantly as a technology of fandom: it serves as a backchannel to television and other streaming audiovisual media, enabling users offer their own running commentary on the universally shared media text of the event as it unfolds live. This article examines the use of Twitter as a technology for the expression of shared fandom in the context of a major, internationally televised annual media event: the Eurovision Song Contest. Our analysis draws on comprehensive data sets for the ‘official’ event hashtags, #eurovision, #esc, and #sbseurovision. Using innovative methods that combine qualitative and quantitative approaches to the analysis of Twitter data sets containing several hundreds of thousands, overall patterns of participation to discover how audiences express their fandom throughout the event are examined. Such analysis is able to provide a unique insight into the use of Twitter as a technology for fandom and for what in cultural studies research is called ‘audiencing’: the public performance of belonging to the distributed audience for a shared media event. The work points to Twitter as an important new medium facilitating the connection and communion of fans.     

Public framing organizational crisis situations: Social media versus news media

This study examines framing of organizational crises by news media and the public. Due to the rapidly evolving and escalating character of crises, this study emphasizes the initial phase of a crisis, in which public social media manifestations (tweets) play a crucial role. Moreover, this study uses automated content analysis to obtain latent frames embedded in text. Through analyzing the Dutch Moerdijk crisis, this study reveals the dynamic characteristics of public crisis framing and the media framing potential to prevent crisis escalation.     

#Engagement: use of Twitter chats to construct nominal participatory spaces during health crises

Although Twitter chats and other forms of social media engagement events are idealized in the literature as opportunities for dialogic communication between organizations and individuals, less is known about how engagement is operationalized within these spaces. Using textual and content analysis, we conducted two studies to explore how health organizations engage with the public via Twitter chats during the Ebola and Zika outbreaks. In official records of Ebola chats, the organization addressed both hostile and neutral public questions that pressed for specification of disease characteristics and protocol. However, in a content analysis of all public tweets sent during a later Zika chat, we found that questions were privileged, and other tweet forms and themes were excluded from the participatory space. Specifically, public comments demonstrating expertise or extending the topic of the chat were not addressed by the organization. Our analysis provides insight into the implicit rules governing how organizations engage with the public online during a rapidly evolving health crisis. We argue that the question–response dyad is a form of ideal communication that suggests engagement but maintains organizational expertise.     

Anatomy of Protest in the Digital Era: A Network Analysis of Twitter and Occupy Wall Street

Two months before the first Occupy Wall Street (OWS) protest in September 2011, activists were using Twitter to organize and spread the movement. In this study, the earliest Twitter messages regarding #OccupyWallStreet were subjected to network analysis to answer these questions: What were the central hubs in the OWS discourse on Twitter in the summer of 2011? How did OWS emerge from among several social movement organizations to lead a nationwide series of demonstrations? What were the key points in the Twitter dialogue that aided the process of scale shift? By addressing these questions, this research connects social movement concepts with network centrality measures to provide a clearer picture of movements in the digital era.     

‘Warren Buffet is my cousin’: shaping public understanding of big data biotechnology,direct-to-consumer genomics,and 23andMe on Twitter

Scholars, educators, regulators, pundits, and other observers are advocating for regulation and oversight of direct-to-consumer (DTC) genomic testing. As a result, the technology has been subject of highly visible public and regulatory controversy. In this article, we explore the nature and the shape of the sentiment of public discourse about the DTC company, 23andMe. We conduct a quantitative content analysis and qualitative framing analysis on Tweets. We find that the discourse surrounding DTC genomics and 23andMe is largely positive. We also identify a number of frames users deploy to debate, discuss, and share their experiences with DTC genomics and 23andMe. We argue that these frames create meaning around this emerging technology for its users.     

Personalization,gender, and social media: gubernatorial candidates’ social media strategies

This study focuses on the ‘self-personalization’ of campaign politics, marked by candidates highlighting their personal lives over their policy positions. The rise of social media may be accelerating this shift. Applying Strategic Stereotype Theory [Fridkin, K. L., &; Kenney, P. J. (2014 Fridkin, K. L., &; Kenney, P. J. (2014). The changing face of representation: The gender of U.S. senators and constituent communications. Ann Arbor: University of Michigan Press.[Crossref] , [Google Scholar]). The changing face of representation: The gender of U.S. senators and constituent communications. Ann Arbor: University of Michigan Press.], which holds that women politicians try to deactivate stereotypes that associate men with agentic leadership traits while capitalizing on stereotypes that associate them with warmth, we assess what role gender plays in candidate self-personalization on social media. A large-scale computerized content analysis of social media posts by gubernatorial candidates in 2014 suggests that male candidates may see more and female candidates see less strategic benefits in personalizing, but this effect does not persist in the face of electoral contextual variables like competitiveness. We also find qualitative differences in the ways male versus female candidates personalize through social media.     

The problem of intersectionality as an approach to digital activism: the Women’s March on Washington’s attempt to unite all women

ABSTRACT

This study examined the convergence of activism and intersectionality to understand how communicators create messages about social justice issues using social media. This is particularly relevant for public relations today, as digital activism almost ubiquitously involves bringing together conflicting publics who are active and social media-savvy, meanwhile maintaining an organizational brand/mission. Using the 2017 Women’s March on Washington (WMW) as an object of study, we explored how campaign messages reflected principles of intersectionality, consensus- and dissensus-based communication, and organizational self-reflection. We conducted a thematic analysis of posts from the WMW’s social media accounts as well as media quotes by the organizational leaders to get at the leaders’ intentions in their message design. Data suggested that messages of inclusivity as well as of necessary discord were employed to enact political change for WMW’s publics. We argue that although the WMW was not wholly intersectional, particularly in determining its political agenda, the efforts toward intersectionality are notable for theory-building and reflective practice, particularly for social mediated campaigns. The study proposes a theory for digital intersectional communication to guide future research and advocacy work.