The One-Way Twitter Campaign #Obama2012 Gunn Enli, Associate Professor Anja Naper, Research Assistant Social Media & Agenda Setting in Election Campaigns (SAC) Department of Media and Communication University of Oslo
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The One-Way
Twitter Campaign #Obama2012
Gunn Enli, Associate Professor Anja Naper, Research Assistant
Social Media & Agenda Setting in Election Campaigns (SAC) Department of Media and Communication
University of Oslo
The Dramaturgy of Election Tweets
0 100 200 300 400 500 600 700 800 900
Obama Romney
Obama Tweets Authority
0 5
10 15 20 25 30 35 40 45 50
Romney Obama
Linking as a Lock-In Strategy
0 10 20 30 40 50 60 70 80 90
100
Campaign Website
Pictures / Video
Media Coverage
External Links
Romney Obama
Tweets as One-Way Communication
• Obama: 1 % asks for reply 2 % mentions (@) 14,5 % are retweets 16 % hashtags # (0,5% with more than 1 #) • Romney: 0 % asks for reply 43 % mentions (@) 1 % are retweets 12 % hashtags # (6 % more than 1 #)
Concluding remarks
• One-Way Communication • High degree of Control • Accessible Tweets
Is this use of social media really social?
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