Social Media and the 2008 U.S. Presidential

ElectionJournal of New Communication

Research

Emily MetzgarIndiana UniversityAlbert Maruggi

Society of New Communications Research

2008 Presidential Election

132,645,504 American’s voted

46% of Americans used the internet, email or a cell phone to get information about the campaign

35% of Americans watched a political video online

10% used MySpace and Facebook to learn about a candidates

Literature Review Mass Communication is changing

• SMCR (one-way model) is fading• Audience is no longer in isolation• Audience is shifting from only media consumers to producers• ANYONE at ANY TIME can be a journalist

Agenda Setting• The media uses frames to ensure all reported news fits into

established narratives• Stories can go unreported that do not fit the narrative• Social media is guiding mass media in directions they might

not have chosen• Is traditional or social media setting the agenda now?

Topic’s to Analyze Social media’s effect the 2008 presidential

election Role social media played in the topics

reported on by traditional news outlets

Issues being discussed on both platforms

.

Methodology Constant comparative method

Radian6: tool to track assess social and traditional media

Quantitative look at the difference between social media & traditional media coverage during the election

3 parameters for comparison1. Candidate mentions2. Top issues3. Key words from debates

By the Numbers Comparison

Facebook (fans)• Obama 2,379,102• McCain 620,359

Twitter (followers)• Obama 112,474• McCain 4,603

YouTube (channel views)• Obama 18,000,000• McCain 2,000,000

Candidate Mentions

09/04/08 – 11/03/08

Top Issues

09/04/08 – 11/03/08

Key Words

“Joe the Plumber”

Conclusions1. Mechanism for ongoing engagement

2. Issues were given equal coverage

3. Traditional & social media coverage converged

4. Difficult to identify where issues emerged first

Limitations Mentions Print news not accounted for Radio news not accounted for News outlets

Observations People feel differently about the issue, but not

on what issues are important

Distinction between social media and traditional journalists is disappearing

Highly relevant and cost-effective

Communal nature

Message must resonate

349 DAYS