The message and the medium: an experimental evaluation of the effects of Twitter commentary on campaign messages
Publication
, Journal Article
Dounoucos, VA; Hillygus, DS; Carlson, C
Published in: Journal of Information Technology and Politics
January 2, 2019
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.
Duke Scholars
Altmetric Attention Stats
Dimensions Citation Stats
Published In
Journal of Information Technology and Politics
DOI
EISSN
1933-169X
ISSN
1933-1681
Publication Date
January 2, 2019
Volume
16
Issue
1
Start / End Page
66 / 76
Related Subject Headings
- 4609 Information systems
- 4408 Political science
- 1606 Political Science
- 0806 Information Systems
Citation
APA
Chicago
ICMJE
MLA
NLM
Dounoucos, V. A., Hillygus, D. S., & Carlson, C. (2019). The message and the medium: an experimental evaluation of the effects of Twitter commentary on campaign messages. Journal of Information Technology and Politics, 16(1), 66–76. https://doi.org/10.1080/19331681.2019.1572566
Dounoucos, V. A., D. S. Hillygus, and C. Carlson. “The message and the medium: an experimental evaluation of the effects of Twitter commentary on campaign messages.” Journal of Information Technology and Politics 16, no. 1 (January 2, 2019): 66–76. https://doi.org/10.1080/19331681.2019.1572566.
Dounoucos VA, Hillygus DS, Carlson C. The message and the medium: an experimental evaluation of the effects of Twitter commentary on campaign messages. Journal of Information Technology and Politics. 2019 Jan 2;16(1):66–76.
Dounoucos, V. A., et al. “The message and the medium: an experimental evaluation of the effects of Twitter commentary on campaign messages.” Journal of Information Technology and Politics, vol. 16, no. 1, Jan. 2019, pp. 66–76. Scopus, doi:10.1080/19331681.2019.1572566.
Dounoucos VA, Hillygus DS, Carlson C. The message and the medium: an experimental evaluation of the effects of Twitter commentary on campaign messages. Journal of Information Technology and Politics. 2019 Jan 2;16(1):66–76.
Published In
Journal of Information Technology and Politics
DOI
EISSN
1933-169X
ISSN
1933-1681
Publication Date
January 2, 2019
Volume
16
Issue
1
Start / End Page
66 / 76
Related Subject Headings
- 4609 Information systems
- 4408 Political science
- 1606 Political Science
- 0806 Information Systems