Syracuse University researchers are planning to compile and analyze every tweet and Facebook post for every presidential candidate through the end of the 2016 election to assess what those posts augur for the campaign. This will be executed by a system known as the Social Media Tracker, Analyzer, and Collector Toolkit.
Each researcher on the team concentrates on a specific element when analyzing the messages for broader patterns, according to Syracuse professor Jeff J. Hemsley. Those factors include strategic campaign messaging, candidate/public interaction, and how people use technology. Hemsley says the research can help journalists and candidates anticipate the kinds of stories voters most respond to.
Early research implies politicians use Facebook and Twitter for different purposes, with Hemsley noting Twitter is viewed as reaching a more "politically savvy" audience of journalists, activists, and academics, and is often employed for attack messages. In the meantime, Facebook is valued for reaching a general audience. "We want to begin to understand which variables of social media might be indicators of ultimate electoral success," says project participant and fellow Syracuse professor Jennifer Stromer-Galley.
From The Chronicle of Higher Education
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