1st Edition
Political Marketing on Social and Mobile Media Remaking the Paradigm?
PART I A Bit of History, a Bit of the Future
1 Introduction
2 Social and Mobile Media in Political Campaigns: A Short History
PART II Marketing a Candidate’s Image
3 Negative Campaigning on Social Media
4 TikTok Trolling as a Political Campaign Strategy in 2022 Midterm Elections
5 Controlling the Narrative on Social Media
PART III Distributing Political Messages
6 Social Media and Politics: Young Voters’ Perceptions and Motivations
7 Content Creators and Campaigns
8 Foreign Misinformation Campaigns and McLuhan’s Fifth Epoch
PART IV Return on Investment
9 Campaign Fundraising and Social Media
10 Michael Bloomberg: When All the Money in the World Can’t Sell a Bad Candidate
11 Can Social Media Turn Out Voters for Political Candidates?
12 Conclusions
Biography
Melissa M. Smith is a professor of communication and holds the Gibbons Chair of Journalism at Mississippi University for Women, USA. Along with publishing and presenting several articles in political communication, she was coauthor of Campaign Finance Reform: The Political Shell Game (2010), Dark Money, Super PACs and the 2012 Election (2014), and author of Third Parties, Outsiders, and Renegades: Modern Challenges to the Two-Party System in Presidential Elections (2022).
