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The Social Media Election

Don’t Talk Politics, Tweet About It

By IGI Global on Nov 7, 2012
Don’t Talk Politics, Tweet About ItTraditional etiquette has established some general rules to live by in American society. For example: say please and thank you, do not chew with your mouth open, do not whisper in the company of others, remove price tags from gifts, refrain from commenting on race, religion, or sexual orientation. It is also common practice to refrain from talking about politics or religion at the dinner table and in other social situations. (http://www.huffingtonpost.com/anna-post/the-etiquette-of-talking-_b_87893.html)

Things change. Yesterday’s election was preceded by non-stop commercialization of politics and politicians via the internet and social media, television, and radio. My answering machine took the recordings of over 16 politicians yesterday alone, begging their final pleas for votes. The campaigning was, rather impolitely, impossible to avoid.

An article by Laurence Cruz of The Network, Cisco’s Technology News Site, remarks that the 2008 U.S. presidential election quickly became known as the “the social media election”, because of the Obama team’s tech-savvy use of the Internet to raise campaign money and build a grassroots network. Still, nearing the end of the 2012 election, some would argue that this election has really brought social media into light.

“There was a lot of talk post-’08 about it being the social media election,” says Michael Slaby, Chief Integration and Innovation Officer for the Obama campaign. “But the reality is, Twitter launched during the last campaign and Facebook had less than 100 million users. We were at the very beginning of what it meant to be social.”

With the majority of senators, House members, and world leaders having Twitter accounts, it is safe to say that is has become a tool of choice for politics and campaigns. Twitter posts are registered the second they are sent, keeping followers immediately updated.

According to The Network, Zac Moffatt, Mitt Romney’s Digital Director, told The Washington Post that a few hours after a topic gathers steam on Twitter, the campaign utilizes Facebook to see how the topic is resonating in the larger world of public opinion. The next day, Google search provides a display of how the topic played. “Twitter has replaced the 6 p.m. deadline associated with the traditional nightly news cycle,” says Moffatt.

In the IGI Global publication, “Encyclopedia of Cyber Behavior”, Fabian Ströhle and Timm Sprenger, authors of the chapter “Twitter and Political Elections”, remark: “The rise of Twitter has changed human communication behavior not only in the political domain, but also in many other fields. Individuals are increasingly using microblogging platforms like Twitter for political deliberation, making full use of the features offered for discussions and social networking.”

The “Encyclopedia of Cyber Behavior” is a collection of research which aims to produce scientific knowledge of cyber behavior, examined in a wide variety of disciplines such as psychology, sociology, economics, education, communications, political science, and more. Published in the October 2012 issue of Choice magazine, Professor R.I Saltz of Florida Coastal School of Law reviews the text as follows:

"This encyclopedia features one of the most extensive collections of articles available representing knowledge and research on human behavior in the cyber realm." [...] "Articles, which can stand on their own, provide significant insights into specific areas of knowledge. All three volumes could be read together in order to gain a global understanding of how people are using technology in order to develop themselves and the world around them."

For more information on this chapter and the publication, “Encyclopedia of Cyber Behavior”, click here: https://www.igi-global.com/book/encyclopedia-cyber-behavior/59746.
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NetworkingSocial Sciences and HumanitiesCyber BehaviorBooks & E-BooksChaptersNorth America

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