Purpose: This literature review discusses the themes identified in the submissions to this volume. The findings are contextualized in recent scholarship on these themes.Design, Methodology, Approach: The discussion is organized around predicting social media use among candidates, organizations, and citizens, then exploring differences in the content of social media postings among candidates, organizations, and citizens, and finally exploring the impact of social media use on mobilization and participatory inequality defined by gender, age, and socio-economic status.Findings: This volume addresses whether social media use is more common among liberal or conservative citizens, candidates and organizations; the level of negativity in social media discourse and the impact on attitudes; the existence of echo chambers of like-minded individuals and groups; the extent and nature of interactivity in social media; and whether social media will reinforce participation inequalities. In sum, the studies suggest that negativity and interactivity on social media are limited and mixed support for echo-chambers. While social media mobilizes citizens, these citizens are those who already pre-disposed to engage in civic and political life. Originality: This paper explores key topics in social media research drawing upon 60 recently published studies. Most of the studies are published in 2015 and 2016, providing a contemporary analysis of these topics. The studies in this volume address some of the most contentious issues in social media research. How are social media tools used differently by females and males, candidates and citizens, and will social media ameliorate or exacerbate participation inequalities (Bode et al., this volume; Evans, this volume; Gainous et al., this volume; Straus et al., this volume; Vraga, this volume; Valenzuela et al., this volume)? To what degree is social media discourse negative and does social media use produce critical attitudes (Bode et al., this volume, David et al., this volume, Gainous et al., this volume; Merry, this volume; Valenzuela et al., this volume)? Do social media build echo chambers of like-minded individuals and groups (Merry, this volume; Vraga, this volume) and to what degree is social media use interactive (Merry, this volume; Straus et al., this volume; Kruikemeier et al., this volume)? These issues are addressed at the political elite level (political candidates), the organizational level (political parties, interest groups), and at the citizen level. The discussion is organized around predicting social media use, then exploring differences in the content of social media postings, and finally examining the impact of social media use on mobilization and participatory inequality.
Social Media Use
Partisanship and IdeologyIdeology and partisanship have been widely studied as predictors of social media adoption in campaigns and among citizens. At the aggregate level, the research offers stronger