Social Media Incumbent Advantage

Barack Obama’s and Mitt Romney’s Tweets in the 2012 U.S. Presidential Election Campaign

Authored by: Gunn Enli , Anja Aaheim Naper

The Routledge Companion to Social Media and Politics

Print publication date:  December  2015
Online publication date:  December  2015

Print ISBN: 9781138860766
eBook ISBN: 9781315716299
Adobe ISBN: 9781317506560


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Recent U.S. presidential campaigns have been symbolic for social media and politics on a global scale. In particular, the 2008 Obama campaign marked a shift from the old paradigm of information dissemination and persuasion via the mass media to a new paradigm of controlled interactivity via digital media (Stromer-Galley 2014: 14). The social media element of the 2008 Obama campaign became a global phenomenon, and inspired politicians and staffers around the world to engage with voters through user-generated content and interactive features.

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