Online Relationship Management in a Presidential Campaign: A Case Study of the Obama Campaign's Management of Its Internet-Integrated Grassroots Effort

Levenshus, Abbey Blake

doi:10.1080/10627261003614419

Cited by 67 publications

(51 citation statements)

References 25 publications

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“…As we have argued, in a manner that gathered pace in the 2008 Obama campaign (Levenshus, 2010), political communications has become dependent on social media for gathering and organising support, as well as for conveying consistent political slogans and themes. However, the 2016 campaign of Donald Trump for the US presidency made more use of the microblogging platform Twitter to exploit an incendiary and "straight-talking" public persona (Higgins and Smith, 2017).…”

Section: The Populism Of Twittermentioning

confidence: 99%

Mediated populism, culture and media form

Higgins

2017

Palgrave Commun

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This comment seeks to identify some key concerns in the study of mediated populism. The paper highlights the relationship between populism and political conditions, noting that the weak party structures and non-conventional party-media relations that characterise populist actors applies across the political left and right, who engage strategically according to media conditions. In setting out the terms in which mediated populism operates, the paper stresses the turn to emotionality in media, with a particular prominence on the expression of aggressiveness. It links with the rise of participatory media, with an attendant shift in the style and form of language to characterise political discussion and influences on legitimate political speech. The paper then looks at the use of "fake news" as a means of positioning media within the discredited elite, warranting the easy dismissal of hostile content. While showing how the political and media environment provides fertile grounds for populism, and the extent to which populism is encouraged by media affordances, the article concludes by recommending the purposeful cultivation by media of alternative and proactive forms of inclusion and emotional engagement.

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Section: The Populism Of Twittermentioning

confidence: 99%

Mediated populism, culture and media form

Higgins

2017

Palgrave Commun

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“…In fact, since Obama's presidential campaign in 2008, many studies have focused on the power of the Internet to assist election efforts, also from the perspective of the relationship management theory (e.g. Levenshus, 2010). But it is more difficult to find studies focusing on the tools available on the Internet to build relationships in the so-called 'normal' times, i.e.…”

Section: Practical Applicationsmentioning

confidence: 99%

Political Public Relations: origins, challenges and applications

Gonçalves

2014

revistacomsoc

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When compared to corporate public relations, political public relations are still a new field of study, which nonetheless has a great development potential. This article presents a reflection on public relations in the political sphere, by remembering its conceptual grassroots and studying the challenges imposed on its practice by the new media. Grounded in the relationship management theory and in the ideal of symmetrical and dialogic communication, this article, presents possible paths for applied research in the field of political public relations. KeywordsPolitical public relations; relationship management; symmetrical communication; dialogueThe practical and conceptual borders of public relations have always been in contrast with other disciplines, such as marketing, management or journalism. The case of political public relations, whose field of study and action focuses on political institutions and their actors, is therefore identical. Political public relations result from the intersection of well-established fields of study within the social sciences, such as political communication, political marketing and public relations itself. But as all these disciplines focus on the actions and interactions operating in the political sphere, it is not always easy to identify their fields of study or to ascertain their identity.Contrary to what would be expected, few bridges have been built between political marketing and public relations in discussing these professional activities. However, they share several interests. As Newman and Vercic (2002) highlight, both public relations and political marketing have a main client, they both relate to one or more groups of people, they both develop strategies around themes, and they are both based on opinion surveys. Additionally, both public relations practitioners and political consultants have been criticised in the media as being 'corruptive for the spirit of democracy ' (Newman & Vercic, 2002: 2).Within political communication and political marketing, public relations have been mostly limited to managing relations with the media (MacNair, 1999). However, if understood as communication management (Grunig & Hunt, 1984), public relations cannot be limited to a mere instrumental view of media relations. Public relations enable the development of communication, both internally, as far as intra-party communication is concerned, and externally, clearly by establishing relationships with journalists, but also

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“…Poder-se-á argumentar que a investigação em comunicação política está mais interessada nas estratégias para angariar votos do que em ouvir os eleitores enquanto cidadãos. De facto, desde a campanha presidencial de Obama em 2008, muitos estudos se centraram no poder da internet para os esforços eleitorais, também desde a perspectiva da teoria da gestão das relações (e.g., Levenshus, 2010). Mas mais dificilmente se encontrarão estudos centrados nas ferramentas disponibilizadas na Internet para a construção de relações nos chamados períodos "normais", isto é, entre campanhas.…”

Section: Aplicações Práticasunclassified

Relações Públicas Políticas: raízes, desafios e aplicações

Gonçalves

2014

revistacomsoc

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ResumoQuando comparado com as relações públicas empresariais, as relações públicas políticas são ainda um campo de estudo emergente, mas com grande potencial de desenvolvimento. Neste artigo, apresenta-se uma reflexão sobre as relações públicas na esfera política através do estudo das suas raízes conceptuais e de os desafios colocados à sua prática pelos novos media. Enquadrado pela teoria da gestão das relações e pelo ideal da comunicação simétrica e dialógi-ca, este texto apresenta caminhos possíveis para a investigação aplicada no campo das relações públicas políticas. Palavras-chaveRelações públicas políticas; gestão das relações; comunicação simétrica; diálogo As fronteiras conceptuais e práticas das relações públicas desde sempre se situaram no confronto com outras disciplinas, como sejam o marketing, a gestão ou o jornalismo. O caso das relações públicas políticas, cujo campo de estudo e ação se centra nas instituições políticas e seus atores, não é por isso diferente. As relações públicas políticas emergem do cruzamento de campos de estudo já bem alicerçados no espectro das ciências sociais, como a comunicação política, o marketing político e as próprias relações públicas. Mas como todas estas disciplinas se focam nas ações e interações que decorrem na esfera política, nem sempre é fácil distinguir os seus domínios de estudo ou circunscrever a sua identidade.Ao contrário do que se poderia imaginar, poucas pontes se têm construído entre o marketing político e as relações públicas na reflexão sobre estas atividades profissionais. No entanto, são vários os pontos de interesse que partilham. Como Newman e Vercic (2002) realçam, tanto as relações públicas como o marketing político têm um cliente principal, relacionam-se com um ou mais grupos de pessoas, desenvolvem estratégias em volta de temas e baseiam-se na pesquisa de opinião. Além disso, tanto os profissionais de relações públicas como os consultores políticos têm sido criticados nos massa media como "corrosivos para o espírito da democracia" (Newman & Vercic, 2002: 2).No seio da comunicação política e do marketing político, as relações públicas têm sido maioritariamente reduzidas à gestão das relações com os media (MacNair, 1999). No entanto, se entendidas como gestão da comunicação (Grunig & Hunt, 1984), as relações públicas não podem ser limitadas a uma mera visão instrumental de assessoria

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Online Relationship Management in a Presidential Campaign: A Case Study of the Obama Campaign's Management of Its Internet-Integrated Grassroots Effort

Cited by 67 publications

References 25 publications

Mediated populism, culture and media form

Mediated populism, culture and media form

Political Public Relations: origins, challenges and applications

Relações Públicas Políticas: raízes, desafios e aplicações

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