Social Media and Politics Citizen Marketers and the Bernie Sanders Campaign on Social Media, with Dr. Joel Penney
Jul 9, 2017
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Political Sharing Mirrors Viral Marketing
- Political sharing online follows techniques from viral and word-of-mouth marketing used in commercial advertising.
- Likes, shares and hashtags function as peer endorsements that aggregate into real persuasive power.
Digital Acts Continue Historic Practices
- Social media is the contemporary extension of older symbolic political practices like shirts, banners, and profile-picture campaigns.
- These digital acts are low-barrier continuations of long-standing citizen-driven message circulation.
Power Comes From Aggregate Network Action
- Individual acts on social platforms gain influence through networked aggregation rather than solitary impact.
- Connective action across networks produces distribution effects comparable to formal collective campaigns.