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Message Repetition in Social Media: Presidential Candidate Twitter Feeds in the 2012 US General Election
| Content Provider | Scilit |
|---|---|
| Copyright Year | 2016 |
| Description | When Rosser Reeves, a Republican Madison Avenue advertising consultant, was asked to advise General Dwight D. Eisenhower's presidential campaign in 1960, he attended a rally in Philadelphia and observed that the general was a “singularly inept speaker” who made 27 different points in a campaign speech. The end result was that no one knew what the general stood for. Reeves, who had created the repetitive but effective Anacin “fast, fast, fast relief ” ad, turned the Eisenhower campaign around by having the general pick and focus on no more than three issues. Reeves' focused, “hard sell” strategy worked (The 30-Second President 1984). He maintained that regardless of how the public claimed to feel about an advertisement, repetition and focus were necessary for campaign effectiveness. More than 50 years later, the clutter of information with which members of the public are bombarded has increased exponentially, potentially making Reeves' repetition strategy more vital to a campaign's success than ever before. Part of this message bombardment occurs through social media, which have transformed the political campaign landscape (Gueorguieva 2008; Towner and Dulio 2012). Book Name: Twitter and Elections around the World |
| Related Links | https://api.taylorfrancis.com/content/chapters/edit/download?identifierName=doi&identifierValue=10.4324/9781315669113-20&type=chapterpdf |
| Ending Page | 141 |
| Page Count | 15 |
| Starting Page | 127 |
| DOI | 10.4324/9781315669113-20 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2016-09-01 |
| Access Restriction | Open |
| Subject Keyword | Book Name: Twitter and Elections Around the World Communication Reeves Repetition Presidential Bombarded Message Campaign Eisenhower Advertisement Social |
| Content Type | Text |
| Resource Type | Chapter |
