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Platforms and Outsiders in Party Net...

Barrett, Bridget.

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Platforms and Outsiders in Party Networks: The Evolution of the Digital Political Advertising Network.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Platforms and Outsiders in Party Networks: The Evolution of the Digital Political Advertising Network./
Author:	Barrett, Bridget.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	120 p.
Notes:	Source: Masters Abstracts International, Volume: 82-01.
Contained By:	Masters Abstracts International82-01.
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27835637
ISBN:	9798641268057

Platforms and Outsiders in Party Networks: The Evolution of the Digital Political Advertising Network.
Barrett, Bridget.

Platforms and Outsiders in Party Networks: The Evolution of the Digital Political Advertising Network. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 120 p.

Source: Masters Abstracts International, Volume: 82-01.

Thesis (M.A.)--The University of North Carolina at Chapel Hill, 2020.

This item must not be sold to any third party vendors.

Scholars seldom examine the companies that campaigns hire to run digital advertising. This thesis presents the first network analysis of relationships between federal political committees (n = 2,077) and the companies they hired for electoral digital political advertising services (n = 1,034) across 13 years (2003-2016) and three election cycles (2008, 2012, and 2016). The network expanded from 333 nodes in 2008 to 2,202 nodes in 2016. In 2012 and 2016, Facebook and Google had the highest normalized betweenness centrality (.34 and .27 in 2012 and .55 and .24 in 2016 respectively). Given their positions in the network, Facebook and Google should be considered consequential members of party networks. Of advertising agencies hired in the 2016 electoral cycle, 23% had no declared political specialization and were hired disproportionately by non-incumbents. The thesis argues their motivations may not be as well-aligned with party goals as those of established political professionals.

ISBN: 9798641268057Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Digital advertising

Platforms and Outsiders in Party Networks: The Evolution of the Digital Political Advertising Network.
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245 1 0 $a Platforms and Outsiders in Party Networks: The Evolution of the Digital Political Advertising Network.
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300 $a 120 p.
500 $a Source: Masters Abstracts International, Volume: 82-01.
500 $a Advisor: Kreiss, Daniel.
502 $a Thesis (M.A.)--The University of North Carolina at Chapel Hill, 2020.
506 $a This item must not be sold to any third party vendors.
520 $a Scholars seldom examine the companies that campaigns hire to run digital advertising. This thesis presents the first network analysis of relationships between federal political committees (n = 2,077) and the companies they hired for electoral digital political advertising services (n = 1,034) across 13 years (2003-2016) and three election cycles (2008, 2012, and 2016). The network expanded from 333 nodes in 2008 to 2,202 nodes in 2016. In 2012 and 2016, Facebook and Google had the highest normalized betweenness centrality (.34 and .27 in 2012 and .55 and .24 in 2016 respectively). Given their positions in the network, Facebook and Google should be considered consequential members of party networks. Of advertising agencies hired in the 2016 electoral cycle, 23% had no declared political specialization and were hired disproportionately by non-incumbents. The thesis argues their motivations may not be as well-aligned with party goals as those of established political professionals.
590 $a School code: 0153.
650 4 $a Communication. $3 524709
650 4 $a Political science. $3 528916
650 4 $a Mass communications. $3 3422380
653 $a Digital advertising
653 $a Network analysis
653 $a Platforms
653 $a Political advertising
653 $a Political consultants
653 $a Political parties
690 $a 0459
690 $a 0615
690 $a 0708
710 2 $a The University of North Carolina at Chapel Hill. $b Journalism (Mass Communication). $3 2103937
773 0 $t Masters Abstracts International $g 82-01.
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793 $a English
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