Articlehybrid2018

The Digital Architectures of Social Media: Comparing Political Campaigning on Facebook, Twitter, Instagram, and Snapchat in the 2016 U.S. Election

696 citations0/0 files storedJournalism & Mass Communication Quarterly

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Social Media and Politics Media Studies and Communication Media and Digital Communication

Abstract

The present study argues that political communication on social media is mediated by a platform’s digital architecture—the technical protocols that enable, constrain, and shape user behavior in a virtual space. A framework for understanding digital architectures is introduced, and four platforms (Facebook, Twitter, Instagram, and Snapchat) are compared along the typology. Using the 2016 U.S. election as a case, interviews with three Republican digital strategists are combined with social media data to qualify the study’s theoretical claim that a platform’s network structure, functionality, algorithmic filtering, and datafication model affect political campaign strategy on social media.

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References

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Cited by

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