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Controlling the Message


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Table of Contents


Part 1: Elite Utilization

1. Strategic Communication in a Networked Age 13

Daniel Kreiss and Creighton Welch

2. Congressional Campaigns' Motivations for Social Media Adoption 32

Girish J. Gulati and Christine B. Williams

3. Surrogates or Competitors? Social Media Use by Independent Political Actors 53

Julia R. Azari and Benjamin A. Stewart

4. The Competition to Control Campaign Messages on YouTube 74

Robert J. Klotz

Part 2: Message Control in the New Media Environment

5. Campaign News in the Time of Twitter 93

Regina G. Lawrence

6. New and Traditional Media Reportage on Electoral Campaign Controversies 113

Mike Gruszczynski

7. Traditional Media, Social Media, and Different Presidential Campaign Messages 136

Matthew Eshbaugh-Soha

Part 3: Social Media's Impact on Campaign Politics

8. The Influence of User-Controlled Messages on Candidate Evaluations 155

Joshua Hawthorne and Benjamin R. Warner

9. Terms of Engagement: Online Political Participation and the Impact on Offline Political Participation 181

Meredith Conroy, Jessica T. Feezell, and Mario Guerrero

About the Author

Victoria A. Farrar-Myers is an award-winning scholar and teacher, and a former Fulbright Distinguished Chair and APSA Congressional Fellow. Her publications include Scripted for Change and Legislative Labyrinth. Justin S. Vaughn is Assistant Professor of Political Science at Boise State University. His publications include Czars in the White House and Women and the White House.


"[T]he book is a great resource book for the role of social media in political campaigns with a nuanced view and solid empirical data to back up their claims." -Communication Booknotes Quarterly
"The research reported inthis comprehensive volume provides a snapshot of an important point in theevolution of American political campaigns. The book's examination of theproduction and effects of social media messages will help us understand theirrole in contemporary campaigns. Most importantly, the research helps thediscipline define the practical limits of social media influence and identifyareas for future research."-David Tewksbury,co-author of News on the Internet: Information and Citizenship in the 21st Century
"The 2012 presidential and congressional races serve as a laboratory for the scholars in this volume, who contribute 13 chapters on the impact of social media (Twitter, Facebook, YouTube, blogs, and online forums) on these elections...[P]olitical scientists specializing in this emerging field will appreciate the rigor of these studies"-Library Journal
"Much has been made of President Barack Obama's strategy on social's an interesting examination at a time when pundits are already discussing that the last time potential GOP candidate Jeb Bush ran for office (2002's Florida gubernatorial election), neither Twitter nor Facebook existed."-
Library Journal
"Controlling the Message brings valuable data and sharp analysis to bear on timely, important questions."-International Journal of Communication
"This book is well researched and is a high quality addition to the existing literature on campaign communications. The contributors do an excellent job relying on current research in the field while presenting new and important data. The timeliness of the research throughout makes it a solid contribution, particularly with the new data provided on various forms of social media use during the most recent presidential campaign."-Lori Cox Han,author of New Directions in the American Presidency
"This is an indispensable book for those studying politics and social media. This is especially the case given the diversity of research strategies and subject matter examined throughout the text. Summing Up: Highly recommended."-Choice

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