The Use of Twitter During a Presidential Campaign by

CandidatesBy

Beth Rosser Dr. Holder

Senior Thesis COM 495

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Table of Contents

Abstract …………………………………………………………… 3

Introduction ……………………………………………………... 3-4

Literature Review ………………………………………………. 4-6

Methods …………………………………………………………… 7

Findings ………………………………………………………… 7-12

Discussion ……………………………………………………… 12-17

Conclusion ………………………………………………………… 17

Bibliography ……………………………………………………18-19

Appendix I ………………………………………………………... 20

Appendix II ………………………………………………………21-22

Appendix III ……………………………………………………… 23

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Abstract:

This study is to examine the use of Twitter during the past and current presidential

campaigns and how the candidates use this type of social media to outreach to younger

generations. As well as observing the reactions and opinions of three different generations,

in order to decide if there is a correlation between age and views of political figures using

social media, Twitter will be the sole focus in this study. To conduct this survey and focus

groups participants were separated by groups categorized by generations; the participants

were selected through word-of-mouth by family and friends. Through this process about ten

to fourteen participants were selected to participate in this study. In conducting the study,

the focus was on how participants view social media, the amount of time they spend using

Twitter, if what they see on social media affects how they view candidates, if they see

Twitter as an accurate source of information for political information, and if they can guess

which political candidate posted each tweet. The findings were that participants are not

influenced on what they see candidates tweeting, but rather see it as a source of opinions on

their political views. Another finding was that people viewed all social media as a source of

opinions and you view postings with your own personal opinion. Also through data

collection it was seen that most people do not actively use Twitter, and little to none use it

as a source for political information by candidates.

Keywords: Political Campaign, Presidential Election, Twitter, Social Media, Candidate,

and generation

Introduction:

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Since the 2008 Presidential Election, due to President Obama’s active social media

presence, there has been a focus on candidates using social media in order to outreach to

voters, spread their platform and beliefs, and market their campaign. This study goes into

depth on how Presidential candidates are now beginning to use social media, specifically

Twitter, and whether people are influenced by what they are seeing these candidates post on

social media. In this study participants are range from the age groups eighteen through

twenty-two, twenty-five through thirty-two, and fifty through sixty. This is so that we can

see the different views of each generation and how they view candidates who are active on

Twitter.

The three questions that this study will analyze and answer are: how do different

generations view candidates’ use of Twitter, do people see Twitter as a source of political

news, and are people influenced by candidates’ tweets. Through these questions you will

have a better understanding of how presidential candidates should or should not be actively

taking advantage of social media sites, such as Twitter.

Literature Review:

Twitter is Now Used in Political Campaigns

The use of Twitter in political campaigns is a common theme seen all majority of the

sources found. In the book, Politics and the Twitter Revolution: How Tweets Influence the

Relationship between Political Leaders and the Public it states that, “political leaders use

tweets primarily to broadcast information about their policies and their personality.

Interacting with followers is a secondary priority,” (Parmlee & Bichard, 2012). The source

Twitter Use by Presidential Primary Candidates During the 2012 Campaign, says that

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“Twitter brings with it new possibilities for candidate-voter interaction as the “@username”

function allows candidates to reply directly to other users and promote dialogue. Managing

a Twitter audience, therefore, requires constant activity to respond to, monitor, and

understand audience interests (Marwick & boyd, 2011),” (Conway, Kenski & Wang, 2015).

While the study, Tweeting During Presidential Debates: Effect on Candidate Evaluations

and Debate Attitudes states that, “During the 2012 election, political candidates, the news

media, and the public increasingly took to Twitter to discuss the campaign. Campaign

discussion on Twitter took a variety of forms, from candidates advocating for their own

election or refuting opponent’s attacks, to members of the news media reporting campaign

activities or engaging with their audience, to individual citizens praising lamenting,

mocking, or satirizing various political candidates or occurrences,” (Houston, Hawthorne,

Spialek, Greenwood & McKinney, 2013). “The Pew Internet and American Life project

reports that, “a record-breaking 46% of Americans used the Internet, email or cell phone

text messaging to get news about the campaign, share their views and mobilize others.” That

same study indicated that 35% of Americans watched political video online and 10% used

social networking sites like MySpace and Facebook to learn more about the race. These and

other numbers reflect substantial increases in the number of Americans using social media

as part of the election process in 2008 as compared to 2004,” (Metzgar & Maruggi, 2009).

The 2008 and 2012 Presidential Election

In the study found entitled Twitter Use by Presidential Primary Candidates During

the 2012 Campaign, Conway, Kenski and Wang start their writing with, “Technological

advances in communication accompany every campaign cycle. In an attempt to reach

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citizens and media outlets effectively, candidates make use of technologies in innovative

ways. As politicians try to replicate the touted “Obama model” (Towner & Dulio, 2012),

placing their stock in the land of Web 2.0, it is important to evaluate the role of online

media in the so-called “presidential package.” Analyzing the use of social networking sites

(SNSs), especially Twitter, is therefore key to understanding the political terrain of the 2012

presidential campaign.” (Conway, Kenski & Wang, 2015). Also, Conway, Kenski & Wang

state that, “After the 2008 election, scholars predicted increased and targeted web use by

political campaigns at the federal and local level (Towner & Dulio, 2012). This included use

of SNSs, which allow candidates to build profiles and showcase connections within a

delimited system (Boyd & Ellison, 2007). Among these sites, Twitter is unique due to its

confinement to 140-character messages and the lack of restrictions on viewing messages in

the form of account-owner permissions,” (Conway, Kenski & Wang, 2015). This is very

similar to what was stated in Election Forecasts With Twitter: How 140 Character Reflect

the Political Landscape, “The successful use of social media in the U.S. presidential

campaign of Barack Obama has established Twitter, Facebook, MySpace, and other social

media as integral parts of the political campaign toolbox. Some analysts attribute Obama’s

victory to a large extent to his online strategy,” (Tumasjan, Sprenger, Sandner, & Welpe,

2011). Another source even states that, “The next presidential election in 2008 was

characterized as the “Facebook” election, as the presidential candidates, particularly Barack

Obama, frequently utilized Facebook to engage and connect with supporters and to

coordinate campaign information and activities…. During the 2012 campaign, Twitter was

used by political campaigns to disseminate information, organize events, and gauge public

sentiment; by the news media to inform reporting and promote news content; and by the

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public to express political opinions and virtually watch political events with others,”

(Houston, Hawthorne, Spialek, Greenwood, & McKinney, 2013).

Methods:

There was a six question survey that was sent out to possible participants, which was

then completed before they attended their assigned focus group. This survey measured: age,

gender, political affiliation, twitter usage, and political awareness. A copy of the survey is

in Appendix II. Each question was asked in order to have a better idea of what to expect in

each focus group, such as if there will be more Republicans than Democrats in that

particular group.

Each focus group was sorted by age, so that each participant felt comfortable saying

their opinion and to have a clear understand of what each specific generation’s views are.

There was an outline for each focus group that included questions such as: do you think that

Twitter is a good way for political candidates to interact with the public and to spread their

platform and beliefs, do you follow any political figures on Twitter, do you find yourself

influenced just because a political figure tweeted something, and do you think that political

figures should be so active on social media? Also, in each focus group the participants were

given a list of tweets that had been posted by either: President Obama, Donald Trump,

Hillary Clinton, or Jeb Bush. The full outline of the focus group is in Appendix I, with both

the questions and tweets that were presented to the focus groups.

Findings:

Through the results from both the survey and the focus groups it was observed that

there was not an active participation on Twitter, for any generation. A copy of the survey

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can be found in Appendix II. The survey found that 53.6% of people did have a Twitter

account, while 46.4% did not have an account. Yet, the majority was 33.3% of participants

said they never checked their account and 16.7% said they checked their Twitter multiple

times a day. Participants were mostly male, making up 57.1% and females made up 42.9%

of the study.

Figure 1: Survey question, how often do you use Twitter?

Majority of the participants affiliated with the Republican party (46.4%), Democratic

party (25%), Unaffiliated (17.9%), Independent (10.7%), and Libertarian (0%). The ratings

for the last question was that four people listed one, two people listed two, six people listed

three, six people listed five, nine people listed eight, and one person listed ten.

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Figure 2: Question 10 on the survey. On a scale of 1 to 10, how would you rate yourself on

being up-to-date on current political issues?

For each focus group there was a set outline of questions that were going to be

covered during that time. These questions can be found in Appendix I and additional

questions were asked depending on what the participants in the focus group were discussing.

It was clearly seen in all focus groups that participants felt that if a candidate was not active

on Twitter they were not reaching their full potential and would most likely not win that

election. There were several themes in the focus groups such as: candidates need to be

active on social media in order to win, live tweeting, social media is all opinions, reputation

of candidate, and guesses of tweets.

Candidates Need to be Active on Social Media in Order to Win

All focus group participants were in agreement that if a candidate wants to win, they

should be very active on social media. Not only does social media give you a way to

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interact with the younger generations, but is a modern way to spread your platform to

others. Another thing that was stated about candidates being active on social media was that

is the new way to find information and that soon it will be the only way younger generations

get their political information. Also, younger generations are not active in politics so the

older generation said that they feel it is the only way you can out reach to them and get them

to actually vote.

Live Tweeting

No one participated in live tweeting during presidential debates, but the younger

generations knew about it. While, the older generations were not really sure how it worked

and what it was about. Also, most participants did not watch the debate live instead they

watched the clips on the news and on Facebook. Another finding that was interesting is that

the twenty-five through thirty-two age group viewed comedy shows, like Saturday Night

Live, an accurate depiction of political topics.

Social Media is all Opinions

Every generation knew that what they were seeing on social media was all the

candidate’s opinion. It was stated in all three focus groups that the candidate had probably

said the same thing or something similar that they have heard on television. The older

generation seemed to less influenced by the opinions, this was seen through the debates that

took place in the focus group. That particular focus group, with the fifty through sixty age

group, had the most debating due to the participants’ set opinions. Also, it was stated in the

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eighteen through twenty-two focus group that most people their age already have an idea of

each candidate based on what they hear their family and friends saying about that candidate.

Reputation of Candidate

For most tweets the participants were able to correctly guess the tweet, not by their

knowledge on the issue, but instead they knew that candidate had a reputation for saying

things similar to that tweet. A main example of this was with Donald Trump if the tweet

was critiquing someone, they automatically assumed that it was a higher chance that he

tweeted that. So, when they saw the tweet, “Political strategist Stuart Stevens, who led

Romney, down the tube in what should have been an easy victory, has terrible political

instincts” everyone was in agreement that it was most likely Trump who had posted that.

Another example was the tweet by Hillary Clinton that stated, “It’s outrageous that, in 2015,

you can still be fired for being gay… this kind of discrimination goes against everything we

stand for” most participants knew that Hillary Clinton was an activist for minority groups’

rights.

Guesses of Tweets

In each focus group I had a list of seven tweets, that either President Obama, Hillary

Clinton, Jeb Bush, or Donald Trump had tweeted. Each participant was given a notecard

and was instructed to match the candidate to the tweet they thought that person had tweeted.

In the 24-35 age group, it was interesting that they wanted to discuss the tweets before I told

them who made the statement. They wanted to look at all sides of the tweet and go through

each possibility and state yes or no on if they could see each candidate posting the tweet in

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question. A perfect example of this was with the President Obama Tweet, “Expressions of

sympathy aren’t enough. It’s about time we do something about it.” They knew that he had

stated things very similar, but they also could see Hillary Clinton saying something similar.

Discussion:

Research question number one: how do different generations view candidates’ use of

Twitter?

The eighteen through twenty-two age group was mainly focused on their opinions of

candidates, rather then what the post was actually referring to. Participants wanted to

discuss more the reputation of that candidate rather than the candidates’ views on the topic.

When showed the posts from Twitter there was a mix of interpretations from participants.

None of the participants expected anything less from candidate Donald Trump, when it

came to slandering someone on social media. While, the following Hillary Clinton tweet,

“It’s outrageous that, in 2015, you can still be fired for being gay…. this kind of

discrimination goes against everything we stand for,” was viewed by some participants as a

good way to gain more followers. This is because they felt that this tweet was influential

and controversial enough to be re-tweeted therefore creating more social interaction with

voters. Overall participants were in agreement that political candidates used all social

media in order to outreach to the younger generations. With this being said participants

thought that candidates should be active on Twitter for the simple fact with the use of one

tweet their platform can be seen, by not only their current follower, but a broad range of

demographics. They understood that people can re-tweet posts to show their followers or

even screenshot that candidate’s post then circulate it through a variety of sources.

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The twenty-five through thirty-two age group was focused on both the candidate and

the topic of the tweet. This age group is what most people would consider the targeted

group of voters that candidates would be outreaching to. Yet, most participants did not

consider them self up-to-date on political issues. (It was left open to interpretation what

each participant considered as up-to-date). Majority of them said they never paid attention

to elections until about two to three months before voting. When ask the cause of this they

said that candidates post to much useless information on their social media sites and focus

more on slandering other candidates. The main use of Twitter in this group, was more to

follow news sources and for entertainment purposes rather then to see what candidates are

posting. This group was agreement though that candidates need to stay active on Twitter,

because of the simple fact it is an easy way to circulate information to a wide range of

voters.

The fifty through sixty age group was not interested in what was said on Twitter,

rather they cared more about the issues that were being discussed during presidential

campaigns. Participants wanted to discuss controversial topics such as: gun control,

political campaign funding, gay rights, and teachers’ rights. When going through each tweet

it was evident that they wanted to talk about the issue at hand, that each particular tweet

focused on, rather then discuss the candidate they felt was the most likely to have posted

that tweet. It is also interesting to note that no participant considered themselves “active”

on Twitter. (It was left open to interpretation what each participant considered as active).

Yet, everyone was in agreement that presidential candidates need to be active in order to

have a chance at winning the election. Participants were then asked what they felt a

candidate should be doing in order to be perceived as active on Twitter. They gave the

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following examples: interacting with followers, addressing current topics in traditional

media, spreading their opinions, slandering other candidates, posting pictures, and posting

links to other information about themselves. It was also stated that Twitter is a more up-to-

date way to present yourself to voters. With the younger generations expecting to receive

information through a faster route, participants perceived that Twitter would be a good

source for candidates to interact and gain younger voters.

Research question number two: do people see Twitter as a source of political news?

The eighteen through twenty-two age group had the most understanding of what

Twitter was, all of the capabilities Twitter possessed, and how to use Twitter. Majority of

the participants had an account, yet when asked if they considered themselves “active” on

Twitter only three people did. (It was left open to interpretation what each participant

considered as active). Also, none of the current participants followed any political figures

or candidates. Rather they followed traditional news sources, examples of this are CNN and

Fox News, in order to gain information about presidential elections. However, they did

think that there were some people that actually used it was their main source for receiving

political updates about the election.

The twenty-five through thirty-two age group had some understanding of Twitter, yet

they did not know about everything Twitter had to offer. None of the participants followed

any political figures or candidates, but they did follow some traditional media accounts.

Examples that were given were Fox News and CNN. When asked why they followed

traditional media accounts on Twitter, they said that it was a faster way to get the most

current news stories and they could focus on the topics they were interested in. So, they

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could find out everything they wanted to know without having to sit through a full news

cast. This just goes back to the statement earlier that today’s society expects information to

be in a fast pace manner, in order to keep up with people’s busy lives. Overall, participants

did see it as a source of political news, they just did not seek that information from

candidates but rather traditional media accounts.

The fifty through sixty age group had little to no understanding of Twitter and only

one participant said they used their Twitter account. The other participants only had an

account due to work related reasons. They felt that from what they knew about Twitter that

it was all a source of opinions, rather than factual information. One interesting statement

from a participant was that you must take things with a grain of salt when looking at social

media in general. That you can not automatically assume something just based off of one

post you see anyone post, regardless if that person is your friend or a political figure or

candidate. Overall, participants did not view it as a source for political information for their

generation, but knew that younger generations did use it as a source to learn about political

issues and campaigns.

Research question number three: are people influenced by candidates’ tweets?

The eighteen through twenty-two age group were probably the most influenced by

what they viewed on Twitter. However, they viewed Twitter in more of an entertainment

way, so with some tweets they saw more humor from it then it being a serious post. With

being said they viewed candidates’ tweets in a range of way, depending on what the tweet

said and what candidate it was. So, an example that of this that was mentioned was Donald

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Trump’s posts, because of some of his tweets are so straightforward or derogatory towards

other people there can be a lot of different ways people can view his opinions.

The twenty-five through thirty age group participants were not necessarily influenced

by what a candidate was tweeting. Yet, they were slightly influenced with all of the other

replies and debates that can occur over a tweet. Participants said that they would hear other

people’s views on the topic and sometimes be swayed into thinking of something from a

different stand point. Since, none of the participants followed a political candidate directly

they were not influenced by their posts in their everyday life. Even when viewing the

tweets that were shown in the focus group they already had a perceived opinion of each

candidate, from their personal experiences and beliefs. Due to this perceived opinion of

candidates so participants were not influenced, because they already had a general idea of

what type of tweet a candidate would post. An example that was given was Donald Trump

and how he already talks negatively about people in traditional media, so would his Twitter

account be any different.

The fifty to sixty age group were the least influenced by the tweets that were shown

in the focus group. This was expected, because of the generalization that older people are

set in their ways. However, participants brought up valid points to why they did not change

their opinions based off of what was posted. One example that was discussed was about the

following tweet that Donald Trump posted, “Political strategist Stuart Steven, who led

Romney down the tubes in what should have been an easy victory, has terrible political

instincts.” Participants did not think any differently about the person being negatively

represented, but they also said they would not expect anything else from Donald Trump.

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So, in conclusion all three generations understood that when you go onto any social

media site you already have an idea of what you are going to see candidates post and you

already have your own personal opinion of that candidate. Therefore, most people are not

easily persuaded to feel differently based on what they see on Twitter.

Conclusion:

Through this study it was discovered that overall most generations have the same

views of candidates that are using Twitter for the political campaign. Majority of

participants were not active on Twitter, but were in agreement that it plays a vital role and is

a large contributing factor of who wins the presidential elections, since the 2008

Presidential Election. Through this study it is clear that candidates need to have a high

priority on social media, in order to gain more supporters especially in the younger

generations. It is important to know that through social media candidates can reach a larger

range of demographics and supporters, due to the fact that social media can spread

information to a large number of people in a matter of moments. Finally, it is important to

realize through this study it was realized that social media is starting to grow even more and

that in order for political candidates to stay up-to-date they need to have an understanding of

how voters view and use social media, such as Twitter.

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Appendix I

Focus Group Outline

Do you think that Twitter is a good way for political candidates to interact with

the public and to spread their platform and beliefs?

Do you follow any political figures on Twitter? If yes, who?

Can you give an example of a time when you were influenced on what was posted

on social media by candidates?

Do you find yourself influenced just because a political figure tweeted

something? Give an example

Do you think that political figures should be so active on social media?

List of tweets from: President Obama, Republican Candidates Donald Trump and

Jeb Bush, and Democratic Candidate Hillary Clinton.

a. “Rubio was very disloyal to Bush, his mentor, when he decided to run

against him. Both said they "love" each other. They don't - word is hate!”

– Donald Trump

b. “Political strategist Stuart Stevens, who led Romney down the tubes in

what should have been an easy victory, has terrible political instincts!” –

Donald Trump

c. “Expressions of sympathy aren’t enough. It’s time we do something about

this.” – President Obama

d. “We need comprehensive immigration reform with a real path to full

citizenship. There is no place in America for second-class citizenship.” –

Hillary Clinton

e. "It’s outrageous that, in 2015, you can still be fired for being gay...this

kind of discrimination goes against everything we stand for." – Hillary

Clinton

f. – Jeb Bush

g. “In FL, we put students ahead of the teachers' unions. @HillaryClinton

just accepted their endorsement, choosing special interests instead” – Jeb

Bush

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Appendix II

The Use of Twitter During a Presidential Campaign by CandidatesInformed Consent Information: I am researching the use of Twitter during a presidential campaign by candidates. I want to identify if different generations have similar or different view regarding the use of social media by presidential candidates. Also, if they are influenced by what they see on Twitter regarding political campaigns. The primary investigator for this study is Beth Rosser, who is enrolled at Meredith College in Raleigh, NC. If you have any questions of concerns, please feel free to contact her at 919-758-9644 or egrosser@email.meredith.edu. You may participate if you are at least 18 years of age and you may terminate your participation at anytime. All responses provided by the participant are anonymous. By continuing to fill out this survey, you are agreeing with the following statement and have read the information in this consent form, and have had the chance to call or email Beth Rosser with any questions about this study, and if I have those questions have been answered to my satisfaction. I am at least 18 years old, and I agree to participate in this research assignment. I understand that I can call or email Beth Rosser at any time to request a copy of this consent form. Thank you for your participation!

Age: 18-2122-3031-4041-5051-6061+

Political affiliation: DemocraticRepublicanLibertarianIndependentUnaffiliated

Gender:

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MaleFemale

Do you have a Twitter account? YesNo

If yes to question 4, how often do you use Twitter? Multiple times a dayFew times a dayOccasionallyRarelyNever

On a scale of 1 to 10, how would you rate yourself on being up-to-date on current political issues? 1 being the lowest and 10 being the highest

Appendix III

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Informed Consent Information: I am researching the use of Twitter during a presidential campaign by candidates. I want to identify if different generations have similar or different views regarding the use of social media by presidential candidates. I’m also interested in how voters are influenced by what they see on Twitter regarding political campaigns.

The primary investigator for this study is Beth Rosser, who is enrolled at Meredith College in Raleigh, NC. If you have any questions of concerns, please feel free to contact her at 919-758-9644 or egrosser@email.meredith.edu. You may participate if you are at least 18 years of age and you may terminate your participation at anytime. The focus group will be recorded for data analysis only. Data is confidential and no names will be used when the data is analyzed and presented.

By participating in this focus group, you are agreeing with the following statement and have read the information in this consent form, and have had the chance to ask Beth Rosser any questions about this study, and if I have those questions have been answered to my satisfaction. I am at least 18 years old, and I agree to participate in this research assignment. I understand that I can call or email Beth Rosser at any time to request a copy of this consent form.

Thank you for your participation!

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