The message and the medium: an experimental evaluation of the effects of Twitter commentary on campaign messages

Journal Article (Journal)

Social media are an increasingly important communication tool in political campaigns, yet there is much to learn about how communication effects might differ for these platforms. In contrast to traditional media outlets, messengers often do not fully control their message on social media; rather, the audience often receive the candidate message along with comments and reactions, commonly uncivil ones. Using a survey experiment, we examine the persuasion implications of audience comments on candidate tweets. We find that commentary on tweets becomes part of the communicated message, with mostly positive comments offering a slight persuasive boost, and mostly negative comments offering a larger negative effect.

Full Text

Duke Authors

Cited Authors

  • Dounoucos, VA; Hillygus, DS; Carlson, C

Published Date

  • January 2, 2019

Published In

Volume / Issue

  • 16 / 1

Start / End Page

  • 66 - 76

Electronic International Standard Serial Number (EISSN)

  • 1933-169X

International Standard Serial Number (ISSN)

  • 1933-1681

Digital Object Identifier (DOI)

  • 10.1080/19331681.2019.1572566

Citation Source

  • Scopus