Political marketing on facebook and the 2016 U.S. presidential election
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- Tez No: 714471
- Danışmanlar: Belirtilmemiş.
- Tez Türü: Yüksek Lisans
- Konular: İletişim Bilimleri, Siyasal Bilimler, Communication Sciences, Political Science
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2018
- Dil: İngilizce
- Üniversite: Ipag Busıness School
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
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Özet (Çeviri)
The 2016 U.S. presidential election was a spectacle at home and overseas. Politics as usual took a backseat to theater, as candidates Donald Trump and Hillary Clinton wore one another down in a vicious electoral competition. Individual campaigns, specialinterest organizations, and foreign countries all rushed into the fray, eager to play a hand in determining the outcome of the year's most contentious contest. More than any other year, 2016 was an election influenced and shaped by social media use. Candidates used Twitter, YouTube, and even Instagram to communicate with their constituents and the world abroad. At the forefront of the digital campaign was Facebook – the most intimate excursion into citizens' personal lives that most organizations could muster. Relevant to economic news and the economy, social media marketing on the world's largest social media network has massive ramifications on the industry as a whole. The wide scale and scope of the 2016 election offers more opportunities than usual to gauge the effectiveness and penetration of advertisements purchased by third-party organizations on social media websites. x The thesis presents an original synthesis of literature of data, analyzing how the money put into Facebook may have affected voters and swayed the outcome of the election. Spending records, publicly available data, and law enforcement investigations each offer different insights into the outsized role social media played in the contest between Clinton and now-President Trump. However, translating literature into a practical set of hypotheses requires a more original investigation. Several methodological approaches are used to ascertain the true role and importance of political marketing on Facebook. An analysis of expenditures – both by candidates and their proxies – details the growing importance of digital media in the American presidential race. The controversy of 2016 and the possibility of Russian interference in the election, using Facebook as a medium, presents the chance to develop a brief case study which demonstrates how political marketing influences voter behaviors without necessarily changing the outcome of elections. Lastly, surveys and questionnaires sent to laypeople will help gauge the sentiments and habits of the voting American public in relation to social media and political marketing endeavors. Taking into consideration the abundance of data and the lack of particular finance statistics from Facebook, the following hypothesis is investigated:
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1985
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