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Contribution to Book
Introduction: Controlling the Message in the Social Media Marketplace of Ideas
Controlling the Message: New Media in American Political Campaigns
  • Victoria A. Farrar-Myers, University of Texas at Arlington
  • Justin S. Vaughn, Boise State University
Document Type
Contribution to Books
Publication Date
1-1-2015
Disciplines
Abstract
The presidential candidate's campaign faced the threat of being derailed following a scathing depiction of him posted by an individual citizen. Regardless of whether the claims made against the candidate were truthful, the message already had gone viral, and the candidate's campaign flailed in its efforts to respond. Finally, one of the candidate's supporters not affiliated with his campaign repackaged the critic's depiction into a new theme, one that resonated positively with voters. The repackaged message itself continued well beyond its original posting as it was replicated in different forums time and time again.
Copyright Statement

This document was originally published by New York University Press in Controlling the Message: New Media in American Political Campaigns. Copyright restrictions may apply.

Citation Information
Victoria A. Farrar-Myers and Justin S. Vaughn. "Introduction: Controlling the Message in the Social Media Marketplace of Ideas" Controlling the Message: New Media in American Political Campaigns (2015)
Available at: http://works.bepress.com/justin_vaughn/32/