List of Tables, Figures, and Chapter Appendices Foreword Preface About the Editors About the Contributors PART I. SOCIAL MEDIA AND POLITICAL COMMUNICATION Chapter 1. The Presidential Campaign of 2012: New Media Technologies Used to Interact and Engage with the Electorate, John Allen Hendricks and Dan Schill The 2012 Republican Primary and Social Media Social Media Platforms General Election Presidential Campaigning and Social Media Social Media and Changing American Demographics Overview of the Book Chapter 2. The Evolution of Digital Media Use in Election Campaigns: New Functions and Cumulative Impact, Daniela V. Dimitrova Social Media Growth, Age, and Partisanship Characteristics of Digital Media Multiple Opportunities for Political Engagement Lower Cost of Citizen Participation Interactivity Data Tracking and Data Mining Differential Impacts Method Results Discussion Chapter 3. Creating a Win-Win Situation? Relationship Cultivation and the Use of Social Media in the 2012 Campaign, Emma Svensson, Spiro Kiousis, and Jesper Stromback The Promise of Digital and Social Media The Philosophy--Mutual Beneficial Value Input--The Willingness to Adopt Outcomes--Long-term Commitment, Trust, and Loyalty Maintenance--Strategies for Sustaining and Strengthening the Relationship Method Relationship Cultivation Strategy Measurements Results Different Strategies in Different Channels Helping the Candidate: Different Types of Collaboration Discussion PART II. SOCIAL MEDIA AND POLITICAL KNOWLEDGE Chapter 4. Of Networks and Knowledge: Young Adults and the Early 2012 Republican Presidential Primaries and Caucuses, Jody C.

Baumgartner, David S. Morris, and Jonathan S. Morris Social Networks and Knowledge Age and Social Network Usage Patterns Social Media Use and Campaign Knowledge: Expectations Method Analysis: Political Use of Social Networking Sites and Political Knowledge Discussion Chapter 5. Technology Takeover? Campaign Learning during the 2012 Presidential Election, Terri L. Towner and David A. Dulio Political Knowledge Type of Information Source Research Questions and Hypotheses Method Dependent Variables Control Variables Media Use Variables Testing Procedures Results Discussion Chapter 6. Don''t Push Your Opinions on Me: Young Citizens and Political Etiquette on Facebook, Kjerstin Thorson, Emily K. Vraga, and Neta Kligler-Vilenchik Facebook as a Context for Doing Politics The Research Context Context Collapse and the Networked Audience One Golden Rule Keep Your Opinions to Yourself (Unless They''re Funny) --Type 1: It Bothers Me When People Push It on Others --Type 2: Learning about Politics "Is Super Easy Now" --Type 3: Anything That Makes Me Laugh Discussion Appendix 6.

1: Interview Guide --Life History (10-15 mins. Make sure to get Political Socialization, Political/Volunteer Behavior Growing up) --Facebook-Aided Section Appendix 6.2: Facebook Interviews: Interview Aid PART III. SOCIAL MEDIA AND THE PRESIDENTIAL PRIMARY ELECTIONS Chapter 7. Uses and Gratifications of Following Candidates'' Twitter Campaigns during the 2012 U.S. Primaries, Raluca Cozma Political Uses and Gratifications of Social Media The Relationship Between Political Attitudes and Uses of Social Media The Effects of Uses and Gratifications Method Measures Results Discussion Chapter 8. Fitting Social Media into the Media Landscape during a 2012 Republican Primary, Paul Haridakis, Gary Hanson, Mei-Chen Lin, and Jennifer McCullough Media Choice Motives for Using Media for Political Information Perceptions of Media Bias Method Sample Measures Statistical Analysis Results Amount of Media Use Age Differences and Similarities in Motives for Using Media for Political Information Media-Selection Differences among Members of the Major Political Parties Discussion Chapter 9.

Whose States are Winning? The Adoption and Consequences of Social Media in Political Communication in the American States, Hyun Jung Yun, Cynthia Opheim, and Emily Kay Balanoff Theoretical Underpinnings The Growth of Social Media in Political Campaigns Social Media''s Effect on Political Attitudes and Behavior Political Cynicism Political Information Efficacy Social Media, Geography, and Political Ideology Method Sample Variables and Measures Results Political Utilization and Legitimacy of SNSs Political Interests, Information Efficacy, and Cynicism of Political SNS Users Perception and Expression of Political Opinions via SNSs Purpose and Gratification of Political SNS Users Discussion Chapter 10. YouTube/OurTube/TheirTube: Official and Unofficial Online Campaign Advertising, Negativity, and Popularity, Jacob Groshek and Stephanie Brookes Social Media, Election Campaigns, and Political Advertising YouTube and the Online Campaign YouTube and Campaign Advertising Methods Official Advertising on YouTube Searching Advertising on YouTube Variable Categories Findings Discussion PART IV. SOCIAL MEDIA AND THE PRESIDENTIAL GENERAL ELECTION Chapter 11. The Spirals of Newly Transcending Political Voices: Social Media Purify the Atmosphere of Political Dialogues in Cyberspace, Hyun Jung Yun Theoretical Underpinnings Political Mavericks in Social Media Crosscutting Spirals of Expression in the Political Grounds of Social Media In-Group Identities Embedded in the Spirals of Political Discourse in Cyberspace Method Data and Sample Variables --Political Attitudes: Political Interests, Information Efficacy, and Cynicism --Willingness to Express --Demographic Factors: Party ID, Age, Gender, Education, and Race --Main Sources of Political Information Results Dynamics of Demographics Main Sources of Political Information Political Interests and Information Efficacy Political Cynicism: Internal Powerlessness and External Alienation Political Expression Discussion Chapter 12. Evaluating Textual and Technical Interactivity in Candidate E-mail Messages during the 2012 U.S. Presidential Campaign, Andrew Paul Williams and Roxana Maiorescu Candidate Use of E-mail Interactivity Research Questions Method Sample Categories Coding Process and Reliability Results Discussion Chapter 13. Social Network Sites and Interactivity: Differential Expression Effects in Campaign 2012, David Lynn Painter, Juliana Fernandes, Jessica Mahone, and Eisa Al Nashmi Theoretical Framework Political Information Efficacy Agenda Building: Salience of the Election Online Information Sources --Online News --Campaign Websites --Social Networking Sites Interactivity Expression Effects Method Participants and Procedure Manipulation Dependent Variables --Political Information Efficacy --Salience of the Election Results Participants and Manipulation Check Main Effects of Information Source Main Effects of Interactivity Interaction Between Online Information Source and Interactivity Discussion PART V.

SOCIAL MEDIA AND VOTER/MEDIA ENGAGEMENT Chapter 14. Issue Debates in 140 Characters: Online Talk Surrounding the 2012 Debates, Dan Schill and Rita Kirk Twitter Use in the 2012 Election Twitter, Second Screens, and Presidential Debates Method Campaign Twitter Use Source Frame Media Validation Frame Framing Frame Journalist Twitter Use Interpretation Frame Evaluation Frame Citizen Twitter Use Discussion Second Screen Media Convergence Agenda Setting Chapter 15. Here Comes Everybody, or Not: An Analysis of the Social Media Consumer of Campaign Content, Monica Ancu What We Know So Far about SNS Users Who Are The Politically Active SNS Users? Do SNSs Have Influence on Offline Behavior and Attitudes? What Motivates SNS Users To Engage Politically? Method Sample Measures Results Demographics of Political SNS Users Connection Between SNS Behavior and Offline Behavior What Brings People to Political SNSs Discussion Chapter 16. Maligned Youth or Political Activists?: Young Citizen Political Engagement Using Social Media, Benjamin R. Warner, Joshua Hawthorne, and Sarah Turner McGowen Social Media as a Digital Place for Political Engagement Profiling the Politically Engaged Political Cynicism Political Information Efficacy Political Polarization Method Sample Procedure and Variables --Cynicism --Political Information Efficacy --Polarization --Social Media Use Analytic Procedures Results Discussion Appendix 16.1: Demographic Data for the Samples Appendix 16.2: Descriptive Statistics and Reliabilities for All Variables Chapter 17. YouTube and the 2012 Presidential Election: An Examination of How Obama''s and Romney''s Official YouTube Channels Were Used in Campaign Communication, LaChrystal D.

Ricke Politics and Online Video Yo.