LEADER 06132nam 2200757 450 001 9910459889403321 005 20210504175032.0 010 $a1-4798-6550-8 024 7 $a10.18574/9781479865505 035 $a(CKB)3710000000378678 035 $a(EBL)3564348 035 $a(SSID)ssj0001458331 035 $a(PQKBManifestationID)12614485 035 $a(PQKBTitleCode)TC0001458331 035 $a(PQKBWorkID)11444227 035 $a(PQKB)10451357 035 $a(StDuBDS)EDZ0001533144 035 $a(MiAaPQ)EBC3564348 035 $a(DE-B1597)548277 035 $a(DE-B1597)9781479865505 035 $a(OCoLC)905544003 035 $a(MdBmJHUP)muse86858 035 $a(Au-PeEL)EBL3564348 035 $a(CaPaEBR)ebr11065867 035 $a(EXLCZ)993710000000378678 100 $a20150627h20152015 uy 0 101 0 $aeng 135 $aur||#|||||||| 181 $ctxt 182 $cc 183 $acr 200 00$aControlling the message $enew media in American political campaigns /$fedited by Victoria A. Farrar-Myers and Justin S. Vaughn 210 1$aGainesville, Florida :$cNew York University Press,$d2015. 210 24$d©2015 215 $a1 online resource (325 p.) 300 $aDescription based upon print version of record. 311 $a1-4798-8635-1 320 $aIncludes bibliographical references and index. 327 $aIntroduction: 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. 330 $aChoice Outstanding Academic Title of 2016From the presidential race to the battle for the office of New York City mayor, American political candidates? approach to new media strategy is increasingly what makes or breaks their campaign. Targeted outreach on Facebook and Twitter, placement of a well-timed viral ad, and the ability to roll with the memes, flame wars, and downvotes that might spring from ordinary citizens? engagement with the issues?these skills are heralded as crucial for anyone hoping to get their views heard in a chaotic election cycle. But just how effective are the kinds of media strategies that American politicians employ? And what effect, if any, do citizen-created political media have on the tide of public opinion? In Controlling the Message, Farrar-Myers and Vaughn curate a series of case studies that use real-time original research from the 2012 election season to explore how politicians and ordinary citizens use and consume new media during political campaigns. 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?an ideal volume for students, scholars, and political analysts alike. 606 $aCampaign management$xTechnological innovations$zUnited States$xHistory 606 $aInternet in political campaigns$zUnited States$xHistory 606 $aPolitical campaigns$xTechnological innovations$zUnited States$xHistory 606 $aDigital media$xUnited States$xHistory 606 $aMedios de comunicación$xInnovaciones tecnológicas$zEstados Unidos$2UTDT 606 $aCampañas políticas$xInnovaciones tecnológicas$zEstados Unidos$xHistoria$2UTDT 606 $aLibros electrónicos$2UTDT 608 $aElectronic books. 615 0$aCampaign management$xTechnological innovations$xHistory. 615 0$aInternet in political campaigns$xHistory. 615 0$aPolitical campaigns$xTechnological innovations$xHistory. 615 0$aDigital media$xUnited States$xHistory. 615 7$aMedios de comunicación$xInnovaciones tecnológicas 615 7$aCampañas políticas$xInnovaciones tecnológicas$xHistoria 615 7$aLibros electrónicos 676 $a324.7/30973 702 $aFarrar-Myers$b Victoria A. 702 $aVaughn$b Justin S.$f1978- 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 801 2$bAR-BaUTT 906 $aBOOK 912 $a9910459889403321 996 $aControlling the message$92492994 997 $aUNINA