Author(s)

Isaac SheaFollow

Date

7-2016

Department

Communication Studies

Degree

Master of Arts (MA)

Chair

Kristen Hark, Stuart Schwartz

Keywords

Kathleen Hall Jamieson, Marshall McLuhan, Mediated Communication, Political Communication, Social Media, Ted Cruz

Disciplines

Communication Technology and New Media | Journalism Studies | Mass Communication | Organizational Communication | Social Influence and Political Communication | Social Media

Abstract

There is a growing need for a greater understanding of the intersection between great content, effective targeting and proper media usage in mediated communication and especially in American politics. As more campaigns move their efforts online in an attempt to reach a rapidly growing digital constituency, more content will continue to be less visible. The major quest for this study will be to challenge the long-standing idea that “content is king” which Bill Gates termed at the inception of the internet. A theoretical background of Marshall McLuhan and Kathleen Hall Jamieson will not only allow us to answer this question, but then will also allow for future researchers to build upon these concepts. This study will aim to demonstrate how the Ted Cruz presidential campaign of 2016, prior to his departure from the race, was an excellent example of the sweet spot in content creation, voter targeting and medium implementation.