Defining Created Media: How Political Campaigns are Bridging the Gap Between Paid and Earned Media
Seawright, David Robert
Political campaigns, parties and organizations are no longer limited to paid and earned media to deliver persuasive messaging to potential voters. Instead, campaigns can make political content directly available to the public online without paid placement or journalistic reporting. This research explores how campaigns are bridging the gap between paid and earned media by defining created media, exploring four characteristics that make created media distinct from paid media and earned media. Furthermore, it quantifies how Obama for America and Romney for President, Inc. used created media through a case study of Twitter and the 2012 election.
Showing items related by title, author, creator and subject.
Donor Education Campaigns Since the Introduction of the Dutch Organ Donation Act: Increased Cohesion Between Campaigns Has Paid Off Coppen, Remco; Friele, Roland D; Gevers, Sjef K M; van der Zee, Jouke (2010-12)Governments utilize special policy measures to increase and maintain positive attitudes among their citizens towards consent registration and organ donation. Little has been published on these national strategies. Some ...
Blendon, Robert J.; Hyams, Tracey Stelzer; Benson, John M. (1993-05-19)Americans consider reform of the health care system to be one of the most important initiatives for the new administration....Our review of recent surveys shows that experts and the public differ along three important dimensions: ...