Social media and personal attacks: A comparative perspective on co-creation and political advertising in presidential campaigns on YouTube

  • Noortje de Boer Erasmus University Rotterdam
  • Hannah Sütfeld Erasmus University Rotterdam
  • Jacob Groshek University of Melbourne
Keywords: Social media, political advertising, cross-national comparison, negativity, elections

Abstract

In this era of politically charged social media uses, broadcast campaign advertising is being transformed in the online environment, not only by candidates but also by citizens. Likewise, negative campaigning, specifically ‘attack’ advertising, has been analyzed and discussed widely concerning possible implications for voters. However, a specific focus on analyzing such broadcast advertisements — especially in online environments across nations — has not been explored in great detail. Thus, this inquiry examines negative campaigning in social media, since the presence of both can not be ignored in contemporary broadcast and political cultures. Specifically, this study quantitatively analyzes and compares the content of political advertising in the 2012 presidential campaigns in France and the United States that were posted on YouTube. In essence, this study considers political–cultural differences between France and America as those are expressed and presented in increasingly interconnected and dynamic forms of political communication, advertising and media co–creation. Findings presented here identify unique dimensions of reciprocity between broadcast cultures and political advertising as those are adapted and negotiated by candidates and audiences in social media.

Author Biographies

Noortje de Boer, Erasmus University Rotterdam
Erasmus School of History, Culture and Communication Erasmus University Rotterdam Rotterdam, the Netherlands
Hannah Sütfeld, Erasmus University Rotterdam
Erasmus School of History, Culture and Communication Erasmus University Rotterdam Rotterdam, the Netherlands
Jacob Groshek, University of Melbourne
Dr. Jacob Groshek Lecturer / Quantitative Methods and Communication University of Melbourne (+1) 414-375-7213 jgroshek.com Head, CTEC / AEJMC Visiting Scholar, IAST Full Member, NeSCoR
Published
2012-11-25
How to Cite
de Boer, N., Sütfeld, H., & Groshek, J. (2012). Social media and personal attacks: A comparative perspective on co-creation and political advertising in presidential campaigns on YouTube. First Monday, 17(12). https://doi.org/10.5210/fm.v17i12.4211