Welcome to the InfoSci Platform
Reference Hub1
Tweeting Negative: Determinants of Negative Campaigning in the 2011 Gubernatorial Elections

Tweeting Negative: Determinants of Negative Campaigning in the 2011 Gubernatorial Elections

Marija Anna Bekafigo, Allison Clark Pingley
Copyright: © 2015 |Volume: 6 |Issue: 1 |Pages: 12
ISSN: 1947-9131|EISSN: 1947-914X|EISBN13: 9781466678194|DOI: 10.4018/IJEP.2015010103
Cite Article Cite Article

MLA

Bekafigo, Marija Anna, and Allison Clark Pingley. "Tweeting Negative: Determinants of Negative Campaigning in the 2011 Gubernatorial Elections." IJEP vol.6, no.1 2015: pp.30-41. http://doi.org/10.4018/IJEP.2015010103

APA

Bekafigo, M. A. & Pingley, A. C. (2015). Tweeting Negative: Determinants of Negative Campaigning in the 2011 Gubernatorial Elections. International Journal of E-Politics (IJEP), 6(1), 30-41. http://doi.org/10.4018/IJEP.2015010103

Chicago

Bekafigo, Marija Anna, and Allison Clark Pingley. "Tweeting Negative: Determinants of Negative Campaigning in the 2011 Gubernatorial Elections," International Journal of E-Politics (IJEP) 6, no.1: 30-41. http://doi.org/10.4018/IJEP.2015010103

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

The use of negative ads in traditional election campaigns has been well-documented, but the authors know little about the use of Twitter to “go negative.” They content analyze candidate tweets from four different gubernatorial elections in 2011 to understand how candidates are using Twitter. They coded 849 tweets to explain the determinants of “going negative” on Twitter. The results show that while tweets are overwhelmingly positive, candidates go negative by tweeting about policy. They believe this supports the innovation hypothesis, with Twitter being a more conducive forum for policy-based messages. Other determinants of negative campaigning such as competitiveness of the race and campaign funding were consistent with the normalization hypothesis.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.