Undermining the Message: How Social Media Can Sabotage Strategic Political Communication Actions
- 4.6k Downloads
As the strategic use of social media by politicians and other political actors approaches ubiquitousness, scholars have responded by chronicling the various ways in which social media can be harnessed successfully. We argue that the high propensity for strategic communication failure is too often overlooked, however, and attempt to address this by using a contemporary case as a lens through which to view how social media use can also undermine an actor’s message. Focusing on the first several months of Donald J. Trump’s presidency, we advance a four-part argument using specific examples from the early Trump Administration that showcase ways large and small that unstrategic use of social media can derail political and policy objectives.
SchlüsselwörterSocial media Strategic communication Presidency Donald J. Trump
- Bimber, B. (2017). Three prompts for collective action in the context of digital media. Political Communication, 34(1), 6–20.Google Scholar
- Bump, P. (2017). With DACA, Trump again prioritizes his base over what’s politically popular. https://www.washingtonpost.com/news/politics/wp/2017/09/05/with-daca-trump-again-prioritizes-his-base-over-whats-politically-popular. Accessed 10 Aug 2017.
- Businessinsider (2017). http://www.businessinsider.com/donald-trump-Twitter-following-full-list-2017-4. Accessed 13 July 2017.
- Culnan, M. J., McHugh, P. J., & Zubillaga, J. I. (2010). How large U.S. companies can use Twitter and other social media to gain business value. MIS Quarterly Executive, 9(4), 243–259.Google Scholar
- Diaz, D. (2017). GOP lawmakers blast Trump’s ‘Morning Joe’ tweets. http://www.cnn.com/2017/06/29/politics/lawmakers-react-trump-tweet-joe-scarborough-mika-brzezinski-morning-joe/index.html. Accessed 21 July 2017.
- Drezner, D. (2017). Why Donald Trump’s tweets are only going to get worse. https://www.washingtonpost.com/news/posteverything/wp/2017/09/18/why-donald-trumps-tweets-are-only-going-to-get-worse/. Accessed 31 July 2017.
- Farrar-Myers, V. A., & Vaughn, J. S. (2015). Controlling the message: New media in American political campaigns. New York: NYU Press.Google Scholar
- Feezell, J., Conroy, M., & Guerrero, M. (2016). Internet use and political participation: The socialization of citizenship norms through online activities. Journal of Information Technology and Politics, 13(2), 1–13.Google Scholar
- Flores, R. (2016). In ‘60 minutes’ interview, Donald Trump weighs Twitter use as president. https://www.cbsnews.com/news/donald-trump-60-minutes-interview-weighs-Twitter-use-as-president/. Accessed 11 July 2017.
- Gonyea, D. (2017). Conservatives express outrage over Trump’s reported DACA deal with democrats. http://www.npr.org/2017/09/14/551047963/conservatives-express-outrage-over-trumps-reported-daca-deal-with-democrats. Accessed 19 July 2017.
- Gulati, G. J., & Williams, C. B. (2007). Closing the gap, raising the bar: Candidate web site communication in the 2006 campaigns for congress. Social Science Computer Review, 25(4), 443–465.Google Scholar
- Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D., & Sriramesh, K. (2007). Defining strategic communication. International Journal of Strategic Communication, 1(1), 3–35.Google Scholar
- Joshi, A. (2017). Donald Trump and DACA: A confusing history. https://www.huffingtonpost.com/entry/donald-trump-and-daca-a-confusing-history_us_58b9960be4b0fa65b844b24a. Accessed 13 July 2017.
- Kaplan, A. M., & Haenlen, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.Google Scholar
- Kernell, S. (2006). Going public: New strategies of presidential leadership. Washington D.C.: CQ Press.Google Scholar
- Koc-Michalska, K., & Lilleker, D. (2016). Digital politics: Mobilization, engagement, and participation. Political Communication, 34(1), 1–5.Google Scholar
- Kurtzleben, D. (2017). What we learned about the mood of Trump’s tweets. http://www.npr.org/2017/04/30/526106612/what-we-learned-about-the-mood-of-trumps-tweets. Accessed 01 Aug 2017.
- LaMarre, H. L., & Suzuki-Lambrecht, Y. (2013). Tweeting democracy? Examining Twitter as an online public relations strategy for congressional campaigns. Public Relations Review, 39(4), 360–368.Google Scholar
- Lecheler, S., & Kruikemeier, S. (2015). Re-evaluating journalistic routines in a digital age: A review of research on the use of online sources. New Media & Society, 18(1), 156–171.Google Scholar
- Lee, J. C., & Quealy, K. (2017). The 394 people, places and things Donald Trump has insulted on Twitter: A complete list. https://www.nytimes.com/interactive/2016/01/28/upshot/donald-trump-twitter-insults.html. Accessed 20 Dec 2017.
- Levenshus, A. (2010). Online relationship management in a presidential campaign. Journal of Public Relations Research, 22(3), 313–335.Google Scholar
- Macnamara, J., & Zerfass, A. (2012). Social media communication in organizations: The challenges of balancing openness, strategy, and management. International Journal of Strategic Communication, 6(4), 287–308.Google Scholar
- Pew Research Center (2017). Social media fact sheet. http://www.pewinternet.org/fact-sheet/social-media/. Accessed 05 Aug 2017.
- Picazo-Vela, S., Gutierrez-Martinez, I., & Luna-Reyes, L. F. (2012). Understanding risks, benefits, and strategic alternatives of social media applications in the public sector. Government Information Quarterly, 29(4), 504–544.Google Scholar
- Rogin, A. (2017). Senate majority leader Mitch McConnell vents about Trump’s ‘excessive expectations’ regarding legislation. http://abcnews.go.com/Politics/senate-majority-leader-mitch-mcconnell-vents-trumps-excessive/story?id=49093130. Accessed 20 Dec 2017.
- Saffer, A. J., Taylor, M., & Yang, A. (2013). Political public relations in advocacy: Building online influence and social capital. Public Relations Journal, 7 (4).Google Scholar
- Sinclair, H. (2017). Ann Coulter Slams president Trump over DACA and border wall. http://www.newsweek.com/ann-coulter-freaking-out-about-daca-not-same-reasons-everyone-else-659943. Accessed 13 July 2017.
- Vogue, A. de. (2017). http://www.cnn.com/2017/02/15/politics/trump-Twitter-travel-ban/index.html. Accessed 2 July 2017.