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Sharing Fear via Facebook: A Lesson in Political Public Relations
- Editor(s):
- Shashi Bhusan Nayak (see profile)
- Date:
- 2021
- Group(s):
- Communication Studies
- Subject(s):
- Mass media--Study and teaching, Twentieth century, Alternative mass media, Digital media
- Item Type:
- Article
- Tag(s):
- Media studies, Media theory, 21st-century media studies, Alternative media
- Permanent URL:
- http://dx.doi.org/10.17613/cb4j-yb82
- Abstract:
- Our study compared the use of fear messages on Facebook by Barack Obama and Mitt Romney during the 2012 U.S. presidential elections. Results show that written fear messages embedded in photographs posted on Facebook by both candidates affected the degree to which those photographs were shared. More specifically, photographs containing written fear messages were shared more often than photographs not containing written fear messages. Furthermore, while the challenging candidate, Mitt Romney, used more photographs containing fear messages, the increase in shares was consistent across candidates. Implications regarding information distribution within communities, public relations practitioners specializing in political campaigning and society as a whole are discussed. Keywords: Content analysis, social media, 2012 election, protection, motivation theory
- Metadata:
- xml
- Published as:
- Journal article Show details
- Pub. DOI:
- 10.15655/mw/2015/v6i1/55371
- Publisher:
- Media Watch
- Journal:
- Media Watch
- Volume:
- 6
- Issue:
- 1
- Page Range:
- 5 - 15
- ISSN:
- ISSN 0976-0911 e-ISSN 2249-8818
- Status:
- Published
- Last Updated:
- 2 years ago
- License:
- All Rights Reserved
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