Synergy of Micro-Targeting and Social Networks in Political Communications (The Role of Social Media in US Presidential Campaign 2012)

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Anna V. Severse

PhD Student at the Chair of Foreign Journalism and Literature, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

e-mail: aseverse@gmail.com

Section: Advertising and Public Relations

The article is dedicated to the new political technology — synergy of micro tar­geting and social media. Barak Obama is relying on the new technology in his 2012 reelection campaign. Potentially, the new technology could have a substantial im­pact on the process of democratic elections. On one hand, microtargeting with social media yields innovative ways of voter mobilization and political engagement. On the other, it leads to voter discrimination, manipulation, and invasion of privacy.

Keywords: new media, political strategy, microtargeting, presidential election 2012, Internet, Obama, Romney