Dissertation/Thesis Abstract

This is not a cage match
by Shepard, Joseph C., M.A., Gonzaga University, 2016, 69; 10118312
Abstract (Summary)

During the 2016 presidential election season, Senator Ted Cruz’s use of social media to promote his campaign and build up a grassroots following was masterful. This case study explores Cruz’s digital outreach efforts in the shadow of GOP rival Donald Trump’s commanding use of traditional earned media. This case study views the Cruz campaign’s digital outreach strategy through the lens of the Agenda Setting theory of communication, which seeks to explain the mass media’s ability to influence what the important issues are to the public, and through the reverse agenda setting effect, meaning if the airtime is unavailable through traditional means, the opportunity to create their own media space is open to anyone that needs it, and their own agenda will be established for the digital audience.

Indexing (document details)
Advisor: Crandall, Heather
Commitee: Caputo, John, Cunningham, Carolyn, Hazel, Michael, Morehouse, Kristina, Shlossberg, Pavel
School: Gonzaga University
Department: Communication and Leadership
School Location: United States -- Washington
Source: MAI 55/05M(E), Masters Abstracts International
Subjects: Journalism, Communication, Mass communications
Keywords: Agenda setting theory, Cruz, Ted, Earned media, Social media, Television
Publication Number: 10118312
ISBN: 978-1-339-79661-1
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