Power and the Tweet: How Viral Messaging Conveys Political Advantage
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Description
Researchers are increasingly confronting the need to examine the impacts of social media on democratic discourse. Analyzing 55,560 tweets from the official Twitter accounts of the Democratic and Republican Parties in the United States, the authors examine approaches used by political parties to encourage sharing of their content within the contemporary political divide. They show that tweets sent by the Republican Party are more likely to be predominant in the language of assessment and that tweets predominant in the language of assessment lead to more retweets. Further, this effect is reduced as political parties gain control of successive branches of government because successive increases in political power create fewer impediments to the implementation of a party’s political agenda. As impediments to action are reduced, so is regulatory fit for assessment-oriented language. Goal pursuit language shared on Twitter therefore reveals distinct approaches to obtaining and wielding power across the U.S. political system and constitutes an important tool for public policy makers to use in successfully conducting policy debates.
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ID Code: | 209301 | ||
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Item Type: | Contribution to Journal (Journal Article) | ||
Refereed: | Yes | ||
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Measurements or Duration: | 16 pages | ||
DOI: | 10.1177/0743915621999036 | ||
ISSN: | 0743-9156 | ||
Pure ID: | 76777786 | ||
Divisions: | Current > Research Centres > Centre for Behavioural Economics, Society & Technology Current > QUT Faculties and Divisions > Faculty of Business & Law Current > Schools > School of Advertising, Marketing & Public Relations |
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Copyright Owner: | American Marketing Association 2021 | ||
Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au | ||
Deposited On: | 29 Mar 2021 04:47 | ||
Last Modified: | 08 Jun 2024 13:22 |
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