Introduction: Social Media,Political Marketing and the 2016 U.S. Election

This essay introduces the contributions of the volume “Social Media, Political Marketing and the 2016 U. S. Election.” Using a variety of methodological approaches, the authors investigate the communication strategies of the Democratic and Republican candidates for president together with the responses of their audience. Collectively, this research offers insights into how new communication technologies are changing both political marketing and the ways candidates and voters interact.     

Political Marketing Research in the 2000 U.S. Election

Abstract

It is not news that polls and other forms of marketing research are regularly employed to craft political strategy. What is new is that the 2000 U.S. election represented a turning point where political marketing research seems to take center stage. The print and broadcast media employed polls and other forms of research at levels far beyond anything ever seen before. At times, it appeared as if almost as much attention was being given to polls as was being given to the political candidates and the issues. This was clearly a new and important posturing of the role of political marketing research. With this as a backdrop, the current article compares polls and other forms of political research-focusing on what went wrong and what was right in terms of the use of polls, focus groups and Internet research during the 2000 U.S. election. The article ends with the presentation of some exploratory research that examines insights about respondents' opinions regarding the impact of political polls.     

The 2000 E-Campaign for U.S. Senate

Abstract

The 2000 election saw another increase in the number of Web sites produced by candidates for the U.S. Senate, to over 90% for the major party candidates and nearly 60% for third-party candidates. A content analysis of these campaign Web sites finds an increase in design elements that advance campaign purposes, such as online and credit card contributions. At the same time, few features or services were directed to the mass electorate. The absence of voter registration information and privacy policies from the large majority of Web sites is particularly striking. Sites often lacked basic navigation tools, making it difficult to find desired information. They also took little advantage of the interactivity that makes Web sites such a powerful communication and marketing tool. Third-party candidate Web sites lagged behind those of Democrats and Republicans in most respects, with the notable exceptions of mentioning their party names and the candidates at the tops of their tickets. The study concludes that campaign Web sites have not leveled the playing field for third parties, nor become a vehicle for increasing voter education and activation of the mass electorate. Neither are these Web sites employing a relationship     

Structural Models of Voter Behavior in the 2000 Polish Presidential Election

Abstract

The data of the 2000 Polish presidential election have been analyzed according to Newman and Sheth's model of voter's choice behavior (1985). Although this model was originally interpreted within the statistical perspective of discriminant analysis, it could be also extended within the framework of structural equation methodology. Namely, if the seven cognitive domains (Issues and Policies, Emotional Feelings, Candidate Image, Current Events, Epistemic Issues, Social Imagery and Epistemic Issues) are assumed to be distinct and separate, they can be treated as independent (predictive) variables with the voter's intention as a dependent or predicted variable. The three models were tested and the resuits of path analysis show the complex pattern of mutual interdependence between the cognitive domains and voter behavior. The specificity of the cause-effect relationship obtained by the structural equation methodology presented in the paper allows us to put forward some practical suggestions regarding the way electoral campaigns should be conducted.     

The house size effect and the referendum paradox in U.S. presidential elections

Barthélémy et al. (2014), extending the work of Neubauer and Zeitlin (2003), show that some U.S. presidential elections are subject to a ‘House size effect’ in that the winner of the election, i.e., the candidate who wins a majority of electoral votes, depends on the size of the House of Representatives. The conditions for the effect relate to the number of ‘Senate’ versus ‘House’ electoral votes won by each candidate, but the relationship is not straightforward due to ‘locally chaotic’ effects in the apportionment of House seats among the states as House size changes. Clearly a Presidential election that is subject to the House size effect exhibits the referendum paradox, i.e., the electoral vote winner is the popular vote loser, for some House sizes but not for others.     

The 2000 American Presidential Election

Abstract

The 2000 Presidential election was one of the longest, most expensive and closest in American history. It was the Presidential election that exposed the flaws (or genius) of the electoral college system, demonstrated the imperfections of media dependency on exit polls and quick election calling, and showed how a third party candidate with just two percent of the popular vote could make the difference in the crucial state of Florida. Democrats lost states they should have won; Republicans lost every big city and most of their suburbs; and the Florida election came down to a five-to-four muddled decision by the Supreme Court. Americans collectively learned a great civics lesson: that even in a bitter, controversial contest, our candidates accept defeat graciously; the simple act of voting is not so simple; and that for all its shortcomings, the electoral college did work.     

The rise of negative partisanship and the nationalization of U.S. elections in the 21st century

One of the most important developments affecting electoral competition in the United States has been the increasingly partisan behavior of the American electorate. Yet more voters than ever claim to be independents. We argue that the explanation for these seemingly contradictory trends is the rise of negative partisanship. Using data from the American National Election Studies, we show that as partisan identities have become more closely aligned with social, cultural and ideological divisions in American society, party supporters including leaning independents have developed increasingly negative feelings about the opposing party and its candidates. This has led to dramatic increases in party loyalty and straight-ticket voting, a steep decline in the advantage of incumbency and growing consistency between the results of presidential elections and the results of House, Senate and even state legislative elections. The rise of negative partisanship has had profound consequences for electoral competition, democratic representation and governance.     

The distorting effects of racial animus on proximity voting in the 2016 elections

While the use of racial appeals by the 2016 Trump campaign is indisputable, researchers are actively debating their precise role in influencing voter behavior in the election. We seek to expand upon existing research which finds that racial animus electorally benefited the Trump campaign. We examine to what extent those benefits also materialized for GOP candidates down-ballot and whether racial animus distorted ideological proximity voting in the 2016 election. We find that racial animus among voters helped Republicans at multiple ballot levels and that higher levels of racial animus distorted spatial voting among voters ideologically closest to the Democratic candidate.     

How Language Can Influence Political Marketing Strategy and a Candidate's Image: Effect of Presidential Candidates' Language Intensity and Experience on College Students' Ratings of Source Credibility

The present study examines the effects of language intensity on presidential candidates' credibility. We manipulated language intensity levels and experience levels for hypothetical candidates for president of the United States. Manipulation checks confirmed the effectiveness of the experimental conditions. The dimensions of source credibility, character, and authoritativeness were confirmed using confirmatory factor analysis. Analysis of variance indicated that candidates using low-intensity language received higher scores on character than did candidates using high-intensity language. Experienced candidates received higher scores on authoritativeness than did inexperienced candidates. Implications for political marketing of candidates are discussed.     

Proximity voting in the 2010 U.S. House elections

Utilizing data that allows for the placement of both of the candidates running and voters on the same ideological scale, I model proximity voting in the 2010 House elections. I demonstrate that though the literature predominantly emphasizes partisanship and incumbency, relative distance from the candidates also plays a significant role in the voting decision. Additionally, I show that these proximity effects are conditional upon the type of candidate running and the individual's partisan attachment. In total, these results show that while the rates of partisan voting and incumbent victory are high in House elections, voters do consider ideological proximity and can punish candidates who take positions that are too far out of line.     

Winning at the polls and in the polls: the incumbency advantage in surveys of U.S. house voters

The success of House incumbents at the polls is well known and has been studied extensively. This paper focuses on the incumbents' success in the polls: the support bestowed upon incumbents by survey respondents is substantially higher than that received from the voters. The incumbency advantage at the polls, estimated at about 10% in the most recent elections, is almost doubled when measured in the polls. The data, drawn from the 1982–1996 National Election Studies, show that respondents do not reward all winners; candidates elected to open seats have not benefitted from the kind of bounce consistently enjoyed by winning incumbents. In addition, the pattern of respondents' misreports appears to be inconsistent with earlier explanations based on instrument effects. Respondent bias should be accounted for in order to reach correct estimates of the incumbency advantage in individual-level data.     

Empowering the Party-Crasher: Donald J. Trump,the First 2016 GOP Presidential Debate,and the Twitter Marketplace for Political Campaigns

This article argues that an important political marketplace of keywords expands in social media around campaign events such as a debate; that rhetorical efforts to define the situation in which a campaign event occurs are met in this marketplace by user responses that more or less echo the keywords, thereby enhancing or diminishing the political power of their “caller” or speaker; and that social media monitoring platforms can enhance our understanding of public opinion influence competitions among candidates through the careful selection, tabulation, and inspection of words and phrases being voiced. In the case at hand, an analysis of Twitter volume data and a reading of a sample of 1200 tweets between July 30 and August 15, 2015, a period enveloping the first 2016 Republican presidential candidate debate on August 6, 2015, helps us understand how Donald J. Trump escaped political punishment from party and media elites for subverting Republican and U.S. norms of candidate behavior. Elite voices greatly disapproved of Trump’s debate performance and conduct, a traditional augury of declining public support. But the presence of social media voices enhanced Trump’s capacity to succeed with an insurgent marketing strategy, one he would continue into his election as president fifteen months later. Specifically, comparatively high user volume on a debate-oriented section of Twitter (i.e., posts with the hashtag #GOPDebate) for Trump’s name, slogan, and Twitter address, and for such advantageous keywords as “political correctness,” “Megyn Kelly,” and “illegal immigration” relative to terms and phrases favoring other candidates and Republicans as a whole indicates the presence of heavy and active popular support for Trump. The contents of the corresponding tweet sample exhibit Twitter-savvy techniques and populist stances by which the Trump campaign solicited that support: celebrity feuding, callouts to legacy media allies, featured fan comments, a blunt vernacular, and confrontational branding. The contents also illustrate ways in which users manifested their support: from the aforementioned high keyword volume to imitative behavior and the supplying of evidence to verify Trump’s contested claims during the debate.     

A voter-centric explanation of the success of ideological candidates for the U.S. house

In recent years, ideological candidates for the U.S. House have become increasingly successful, to the point where their chances of being elected are indistinguishable from moderates. However, scholars have still not uncovered exactly why this is happening. Using survey data from the American National Election Studies, I find that voter-centric explanations of vote choice – a voter's partisanship, ideology, and presidential approval rating – have increasingly predicted their vote choice in U.S. House elections from 1980 to 2016. Using data on candidate ideology, I find that candidate ideology is an increasingly poor predictor of individual vote choice over time. Original experimental data supports these claims, finding only a small electoral advantage for moderates, compared to ideologues of their own party, and evidence suggesting that, at least among Democrats, ideological candidates are rated more favorably than moderates. Taken together, these results suggest that the increased electoral success of ideological candidates can be attributed to changes in voters' decision calculus, rather than structural or candidate-centric explanations.     

Why George W. Bush Is a Unilateralist and How It Will Affect the 2004 Presidential Election

ABSTRACT

U.S. President George W. Bush has had a stormy relationship with Europe. Bush campaigned on a theme of putting America's interests first and eschewing multilateralism when necessary. Since taking office, Bush has been true to his campaign pledges. Bush's style and substance have caused many in Europe to regard him as a “buffoon” at best and a dangerous cowboy at worst. What the Europeans do not seem to understand is that, for better or worse, George W. Bush's view of the world is held by a substantial portion of the American people, and even when the U.S. had a more Euro-friendly leader in President Bill Clinton, America's policies were often at odds with those preferred by its allies in Europe. This is due to a fundamental difference that has developed between Europe and the United States over the last century. Today, no matter who occupies the White House, American foreign policy is likely to be in conflict with Europe's. Far from being a liability, this difference is likely to be a political asset to George W. Bush in the 2004 presidential election.     

美国应急志愿者管理制度及其经验借鉴

为了提高应急志愿者的组织化与专业化程度,美国建立了完善的应急志愿服务体系,实施了严格的应急志愿者认可与保护制度,并对无组织归属的志愿者进行了有效的管理。借鉴美国的经验并结合中国实际,文章提出了完善我国应急志愿者管理制度的建议。     

School Quality,Residential Choice,and the U.S. Housing Bubble

Using data from the American Housing Survey (years 2001–2009), we find that purchase prices for homes selected primarily to access self-identified “good schools” rose (relative to homes selected for other reasons) during the key U.S. housing bubble period, compared with the periods before and after the bubble. We observe a similar pattern in homebuyers' mortgage-to-income ratios. Various regression specifications and propensity score matching techniques show that these trends persist conditional on a range of household, demographic, and economic controls. Our results suggest that the strong, bubble-era pursuit of good schools may have played a role in the housing bubble's expansion.     

The Branding of Candidates and Parties: The U.S. News Media and the Legitimization of a New Political Term

Political marketing research indicates that brands and branding are a robust aspect of politics. However, little is known of the broader cultural appreciation of political branding. Through a content analysis of major U.S. newspapers over a 40-year period, we provide evidence that the U.S. news media is increasingly aware of political branding. Moreover, we present a typology of media treatment that indicates that the national media in the U.S. increasingly perceive brands and branding in the public sphere as an innate, multifaceted, and effective part of modern politics.     

A sociosemiotic interpretation of cybersecurity in U.S. legislative discourse

ABSTRACT

Based on one specially created corpus of U.S. cybersecurity-related laws, this study employs the corpus approach to examine the referent objects and securitizing actors in U.S. cybersecurity legislative discourse, which are two critical issues in constructing security, including cybersecurity. Through corpus data analysis, it is found that unlike traditional security, cybersecurity has become more people-oriented in terms of referent objects with critical infrastructure as a key referent object. Additionally, the role of private sectors and cooperative security are highlighted in U.S. cybersecurity legislative discourse. From a sociosemiotic perspective, it is noted that the meaning-making process of U.S. cybersecurity not only is conveyed by the texts but also interacts with other sign systems, such as historical background, cyberspace as a virtual realm and social contexts, which suggests that the specific meanings of signs constructing cybersecurity and cybersecurity itself should be interpreted in specific temporal or spatial contexts. Furthermore, a sociosemiotic approach to U.S. cybersecurity legislative discourse also offers valuable insights to how signs and concepts in cybersecurity contribute to sketching a holistic landscape of cybersecurity and further security on a large scale.     

Frames of Influence: U.S. Environmental Rulemaking Case Studies

The purpose of this article was to question whether interest group actions during the pre‐proposal stage of U.S. federal rulemaking influences the language proposed in natural resource agency rules. The influence of interest groups during this stage was examined across three case studies: (1) the United States Fish and Wildlife Service (USFWS) critical habitat designation for Nebraska's Salt Creek tiger beetle, (2) the USFWS critical habitat designation for the Utah/Arizona Shivwits and Holmgren milk vetch, and (3) the USFWS delisting of the Northern Rocky Mountain gray wolf population from the endangered species list. To analyze these three cases, a frame analysis approach is used and offers evidence to support the proposition that the instructive, expertise, and fiscal feasibility frames that stakeholders used during the pre‐proposal stage can shape the language of a Notice of Proposed Rulemaking. These cases suggest the rich potential for careful study of the earliest stages in the regulatory and administrative rulemaking process in the United States and beyond.