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Title Controlling the message : new media in American political campaigns / edited by Victoria A. Farrar-Myers and Justin S. Vaughn.
Imprint New York : New York University Press, [2015]

Subject Campaign management -- Technological innovations -- United States -- History.
Internet in political campaigns -- United States -- History.
Political campaigns -- Technological innovations -- United States -- History.
Digital media -- United States -- History.
Alt Name Farrar-Myers, Victoria A.,
Vaughn, Justin S., 1978-
Description 1 online resource
polychrome rdacc
Bibliography Note Includes bibliographical references and index.
Note Vendor-supplied metadata.
Contents Introduction: Controlling the Message in the Social Media Marketplace of Ideas / 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? Social Media Use by Independent Political Actors / Julia R. Azari and Benjamin A. Stewart -- 4. The Competition to Control Campaign Messages on YouTube / Robert J. Klotz -- Part 2: Message Control in the New Media Environment -- 5. Campaign News in the Time of Twitter / Regina G. Lawrence -- 6. New and Traditional Media Reportage on Electoral Campaign Controversies / Mike Gruszczynski -- 7. Traditional Media, Social Media, and Different Presidential Campaign Messages / Matthew Eshbaugh-Soha -- Part 3: Social Media's Impact on Campaign Politics -- 8. The Influence of User-Controlled Messages on Candidate Evaluations / Joshua Hawthorne and Benjamin R. Warner -- 9. Terms of Engagement: Online Political Participation and the Impact on Offline Political Participation / Meredith Conroy, Jessica T. Feezell, and Mario Guerrero -- 10. Is Laughter the Best Medicine for Politics? Commercial versus Noncommercial YouTube Videos / Todd L. Belt -- Part 4: Social Media and Civic Relations -- 11. Comment Forum Speech as a Mirror of Mainstream Discourse / Karen S. Hoffman -- 12. Sparking Debate: Campaigns, Social Media, and Political Incivility / Daniel J. Coffey, Michael Kohler, and Douglas M. Granger -- 13. Flaming and Blaming: The Political Effect of Internet News and Reader "Comments" / Brian R. Calfano -- Conclusion: Message Control at the Margins /Victoria A. Farrar-Myers and Justin S. Vaughn.
Summary Broken down into sections that examine new media strategy from the highest echelons of campaign management all the way down to passive citizen engagement with campaign issues in places like online comment forums, the book ultimately reveals that political messaging in today's diverse new media landscape is a fragile, unpredictable, and sometimes futile process. The result is a collection that both interprets important historical data from a watershed campaign season and also explains myriad approaches to political campaign media scholarship.
ISBN 9781479865505 (electronic bk.)
1479865508 (electronic bk.)
1479886351 (hardcover)
9781479886357 (hardcover)
1479867594 (paperback)
9781479867592 (paperback)
ISBN/ISSN 40024725130
OCLC # 905544003
Additional Format Print version: Controlling the message. New York : New York University Press, [2015] 9781479886357 1479886351 (DLC) 2014044421 (OCoLC)893452373.

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