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Weapons of Mass Consumption: Social and Digital Media in Political Campaigns

  • Andrew Hughes
Part of the Palgrave Studies in Political Marketing and Management book series (Palgrave Studies in Political Marketing and Management)

Abstract

Social media is the latest and by far the most effective weapon of mass communication and it has been quickly adopted by political parties all around the world. This chapter delves into how digital and social media has been adopted and modified to be used as a campaign and relationship building strategy. The use of apps, such as Facebook, YouTube, Twitter, in moving voters from passive to active stakeholders will be examined.

There is also a discussion on how the use of database applications, such as NationBuilder, and data analytic firms, such as Cambridge Analytica, is transforming political campaigning and advertising by enabling parties and candidates of all sizes to be able to transform raw data from social media and mobile platforms into information on strategy, voters and advertising.

Keywords

Facebook Twitter YouTube Social media Voter 

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Andrew Hughes
    • 1
  1. 1.Research School of ManagementAustralian National UniversityCanberraAustralia

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