The relationship between race competitiveness, standing in the polls, and social media communication strategies during the 2014 U.S. gubernatorial campaigns

Patrícia Rossini, Jennifer Stromer-Galley, Kate M Kenski, Jeff Hemsley, Feifei Zhang, Brian Dobreski

Research output: Contribution to journalArticle

3 Scopus citations


Political campaigns have been systematically using social media for strategic advantage. However, little is known about how competitiveness affects the ways candidates communicate online. Our study analyzes how race competitiveness as measured by polling performance influences candidates’ strategies on Twitter and Facebook. We analyze all social media messages of Republican and Democratic candidates in states that held gubernatorial elections in 2014 using supervised automated content analysis. We find that position in the polls and that race competitiveness are correlated with the ways candidates communicate on social media, and that candidates use Twitter and Facebook in different ways to communicate with the public.

Original languageEnglish (US)
Pages (from-to)1-17
Number of pages17
JournalJournal of Information Technology and Politics
StateAccepted/In press - Jul 1 2018



  • digital campaigns
  • negative advertising
  • Political campaigns
  • social media

ASJC Scopus subject areas

  • Computer Science(all)
  • Sociology and Political Science
  • Public Administration

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