The role of the media in the success of an electoral campaign

Social media platforms, such as Twitter, Facebook and YouTube provide new ways to stimulate citizen engagement in political life, where elections and electoral campaigns have a central role. Personal communication via social media brings politicians and parties closer to their potential voters. It allows politicians to communicate faster and reach citizens in a more targeted manner and vice versa, without the intermediate role of mass media. Reactions, feedback, conversations and debates are generated online as well as support and participation for offline events.

The role of the media in the success of an electoral campaign

A new study of how the campaigns are using digital tools to talk directly with voters-bypassing the filter of traditional media-finds that the Obama campaign posted nearly four times as much content as the Romney campaign and was active on nearly twice as many platforms.

The Obama campaign, in turn, has tried to adapt by recently redesigning its website. For the most part, however, the presidential candidates are using their direct messaging mainly as a way to push their messages out.

The Obama campaign made more substantial use of citizen voices-but only in one area: The study of the direct messaging of the candidates also reveals something about the arguments the two sides are using to win voters.

That began to change some in late July when the Obama campaign revamped its website. And while the troubled economy was the No. This is the fourth presidential election cycle in which the Project for Excellence in Journalism has analyzed digital campaign communications. This year, in addition to the campaign websites, PEJ broadened its analysis to include an in-depth examination of content posted on Facebook, Twitter and YouTube, areas that were either in their infancy or that candidates made no use of four years ago.

The role of the media in the success of an electoral campaign

The study encompassed an examination of the direct messaging from the campaigns for 14 days during the summer, from June 4 to June 17,a period in which the two campaigns together published a total of posts.

The changes from go beyond the candidates adding social media channels. The Obama campaign has also localized its digital messaging significantly, adding state-by-state content pages filled with local information.

It has also largely eliminated a role for the mainstream press. Four years ago the Obama campaign used press clips to validate his candidacy. Now the only news of the day comes directly from the Obama campaign itself.

The Romney website, by contrast, contains a page dedicated to accounts about the candidate from the mainstream news media, albeit only those speaking positively of Romney or negatively of Obama.

Across platforms, the Obama campaign published posts during the two weeks examined compared with for Romney. The gap was the greatest on Twitter, where the Romney campaign averaged just one tweet per day versus 29 for the Obama campaign 17 per day on BarackObama, the Twitter Account associated with his presidency, and 12 on Obama, the one associated with his campaign.

The campaign is about the economy, but what that means differs depending on to whom one is listening. But Romney devoted nearly twice the attention as Obama to jobs. Another striking finding in the topics of the digital conversation is how much the agenda has changed in just four years.

Gone from four years ago are web pages focused on veterans, agriculture, ethics, Iraq and technology.


New are pages about tax policy-and the two campaigns overlap on fewer issues than Obama and McCain did. His posts on health care and veterans averaged almost twice the response per post of his economic messages.

Neither campaign made much use of the social aspect of social media. Campaign websites remain the central hub of digital political messaging.

A July redesign of the Obama page emphasized the centrality of the campaign website further. If you click to join a group, you then begin to receive content targeted to that constituency.

The Romney campaign offered no such groups in June. It has since added a Communities page that by early August featured nine groups. How important is digital campaigning: InHoward Dean used the web to generate early support and fundraising, but he failed to convert that into caucus or primary turnout.

Media and Elections

Barack Obama more successfully converted his use of the web in to stage an insurgent campaign and win younger voters. But some may question whether younger voters were attracted to Obama because of his digital activity or whether Obama used digital platforms because it was a logical way to reach a natural voter base.

While there may be no simple answer, throughout modern campaign history successful candidates have tended to outpace their competitors in understanding changing communications. PEJ began studying the role of digital technology in presidential politics in PEJ that year studied 12 of the most popular sites and portals providing campaign news, a list that included Salon, the Washington Post and Netscape.

The study found an emph asis on updating tidbits of information throughout the day, so much so that sometimes the most important event of the day-or week-never became headline news. InPEJ re-examined the sites still in existence and added two others ; websites that year made a significant push toward offering users a chance to compare candidates on the issues-something almost entirely absent in News websites were also beginning to provide opportunities for users to manipulate and customize information; navigation, however, was often difficult.

Bycandidate websites were standard, and campaigns were clearly taking steps to try to control their message in ways that bypassed the traditional media. This was the year that Hillary Clinton announced her candidacy on her web page; and Barack Obama, albeit not entirely successfully, announced Joe Biden as his running mate on his website.

Inin short, voters are playing an increasingly large role in helping to communicate campaign messages, while the role of the traditional news media as an authority or validator has only lessened. There is another verified Romney campaign Twitter account, TeamRomney, but it is not listed or linked to from MittRomney.

The role of the media in the success of an electoral campaign

Researchers did count the tweets from TeamRomney during the time of the study, June 4 — June 17, The diploma thesis in the Master level with the theme “ROLE OF MEDIA IN ELECTORAL CAMPAIGNS - KOSOVO AFTER ”, aims at opening a continuous discussion on the role of media during electoral campaigns.

have revealed mass media’s critical role in establishing trends in public opinion. Since the end of the s, mass media, especially TV, has wielded a crucial influence on politics in Japan.

According to Krauss and Nyblade (), this situation has led the Japanese public to “consume” politics. Barack Obama and the Facebook Election. Facebook was not unaware of its suddenly powerful role in American electoral politics.

During the presidential campaign, the site launched its own forum. In , in short, voters are playing an increasingly large role in helping to communicate campaign messages, while the role of the traditional news media as an authority or validator has only lessened.

political campaign planning manual Unfortunately, the actual planning process is much more difficult than simply following one rule. There is .

Regardless, once a role is assigned, the responsibility lies with that person. CAMPAIGN MANAGER identify media opportunities for the campaign. They may help write and develop campaign literature, draft Campaign Roles and

Media in Election Campaigns —