Tweeting Negative: Determinants of Negative Campaigning in the 2011 Gubernatorial Elections
نویسندگان
چکیده
The use of negative ads in traditional election campaigns has been well-documented, but the authors know little about the use of Twitter to “go negative.” They content analyze candidate tweets from four different gubernatorial elections in 2011 to understand how candidates are using Twitter. They coded 849 tweets to explain the determinants of “going negative” on Twitter. The results show that while tweets are overwhelmingly positive, candidates go negative by tweeting about policy. They believe this supports the innovation hypothesis, with Twitter being a more conducive forum for policy-based messages. Other determinants of negative campaigning such as competitiveness of the race and campaign funding were consistent with the normalization hypothesis. Tweeting Negative: Determinants of Negative Campaigning in the 2011 Gubernatorial Elections
منابع مشابه
Twitplomacy: Social Media as a New Platform for Development of Public Diplomacy
s (WPSA) Copyright The International Journal of E-Politics (IJEP) (ISSN 1947-9131; eISSN 1947-914X), Copyright © 2015 IGI Global. All rights, including translation into other languages reserved by the publisher. No part of this journal may be reproduced or used in any form or by any means without written permission from the publisher, except for noncommercial, educational use including classroo...
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ورودعنوان ژورنال:
- IJEP
دوره 6 شماره
صفحات -
تاریخ انتشار 2015