The Myths of Data-Driven Campaigning
| Autor: | Jessica Baldwin-Philippi |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Sociology and Political Science
Presidential system business.industry Communication media_common.quotation_subject 05 social sciences 050801 communication & media studies Mythology Public relations 0506 political science Data-driven 0508 media and communications Analytics Political science Rhetoric 050602 political science & public administration Social media business media_common |
| Zdroj: | Political Communication. 34:627-633 |
| ISSN: | 1091-7675 1058-4609 |
| DOI: | 10.1080/10584609.2017.1372999 |
| Popis: | Campaigns’ ability to use data and analytics to make informed decisions about the strategies and tactics they deploy is unparalleled, and also understudied. While much has been written about the possibilities of data driven campaigning, the on-the-ground realities are often much less precise and much less novel than journalistic coverage implies. This piece investigates the gap between the rhetoric of data driven campaigning and actual campaign practices, especially as it relates to how the 2016 Trump campaign compares to the 2016 Clinton campaign, other prior presidential campaigns, and down-ballot races in recent years. It focuses on the use of analytics in two channels in particular, social media and email, as those offer many opportunities for targeting and message testing. Ultimately, I argue that despite the great amount of journalistic attention paid to the Trump campaign’s novel use of data and analytics, their email campaign was significantly underpowered, while their use of Facebook analytics wa... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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