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