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Medium as King : social media & the political campaign

Author: Isaac Shea
Publisher: Lynchburg, Va. : Liberty University, 2016. ©2016
Dissertation: M. A. Liberty University 2016
Edition/Format:   Thesis/dissertation : Thesis/dissertation : eBook   Computer File : English
Summary:
There is a growing need for a greater understanding of the intersection between great content, effective targeting and proper media usage in mediated communication and especially in American politics. As more campaigns move their efforts online in an attempt to reach a rapidly growing digital constituency, more content will continue to be less visible. The major quest for this study will be to challenge the  Read more...
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Details

Genre/Form: Criticism, interpretation, etc
Named Person: Ted Cruz; Marshall McLuhan; Kathleen Hall Jamieson; Ted Cruz; Kathleen Hall Jamieson; Marshall McLuhan
Material Type: Thesis/dissertation, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Isaac Shea
OCLC Number: 953804515
Description: 1 online resource (47 pages)
Responsibility: by Isaac Henry Shea.
More information:

Abstract:

There is a growing need for a greater understanding of the intersection between great content, effective targeting and proper media usage in mediated communication and especially in American politics. As more campaigns move their efforts online in an attempt to reach a rapidly growing digital constituency, more content will continue to be less visible. The major quest for this study will be to challenge the long-standing idea that “content is king” which Bill Gates termed at the inception of the internet. A theoretical background of Marshall McLuhan and Kathleen Hall Jamieson will not only allow us to answer this question, but then will also allow for future researchers to build upon these concepts. This study will aim to demonstrate how the Ted Cruz presidential campaign of 2016, prior to his departure from the race, was an excellent example of the sweet spot in content creation, voter targeting and medium implementation.

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