Campaigns and conflict on social media: a literature snapshot

#MaskOn! #MaskOff! Digital polarization of mask-wearing in the United States during COVID-19

The coronavirus disease 2019 (COVID-19) has caused an unprecedented public health crisis worldwide. Its intense politicization constantly made headlines, especially regarding the use of face masks as a safety precaution. However, the extent to which public opinion is polarized on wearing masks has remained anecdotal and the verbal representation of this polarization has not been explored. This study examined the types, themes, temporal trends, and exchange patterns of hashtags about mask wearing posted from March 1 to August 1, 2020 by Twitter users based in the United States. On the one hand, we found a stark rhetorical polarization in terms of semantic antagonism between pro- and anti-mask hashtags, exponential frequency increases of both types of hashtags during the period under study, in parallel to growing COVID-19 case counts, state mask mandates, and media coverage. On the other hand, the results showed an asymmetric participatory polarization in terms of a predominance of pro-mask hashtags along with an "echo chamber" effect in the dominant pro-mask group, which ignored the subversive rhetoric of the anti-mask minority. Notwithstanding the limitations of the research, this study provides a nuanced account of the digital polarization of public opinion on mask wearing. It draws attention to political polarization both as a rhetorical phenomenon and as a participatory process.

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Purpose

The purpose of this paper is to examine the effect of politicians’ facial attractiveness on their online popularity as reflected in audience engagement with their Facebook posts during the 2015 Israeli election campaign.

Design/methodology/approach

Using Israel’s 2015 election campaign as the case study, the authors analyzed all messages posted (n=501) on 33 politicians’ official Facebook pages during the week leading to Election Day.

Findings

The results demonstrate that audiences do engage more with posts of the more facially attractive politicians. These posts generated more shares, more comments and more participants in their discussions – but not more likes – relative to posts of less attractive politicians. These effects became even stronger when the posts were accompanied by one or more visual image, and remained significant even after controlling for other engagement predictors, such as a politician’s gender, seniority or the timing of a post’s publication.

Social implications

The findings emphasize the importance of attractive looks for politicians. The findings highlight that attractive politicians’ posts attract more attention, allowing them to better spread their ideas. Thus, politicians should aim to post aesthetic images and visuals to promote better engagement with their ideas on social media.

Originality/value

The study expands our understanding of online presentations of politicians, focusing on the effect of politicians’ facial attractiveness on their online popularity. Recent studies have demonstrated that physically attractive politicians enjoy more and better media attention on television news, but not in non-visual media such as radio and newspapers. This effect has not been examined in the social media environment, a central arena for today’s political debates and one that involves many visual messages.

Campaigns and conflict on social media: a literature snapshot

Purpose

The purpose of this paper is to discuss the themes identified in the submissions to this volume. The findings are contextualized in recent scholarship on these themes.

Design/methodology/approach

The discussion is organized around predicting social media use among candidates, organizations, and citizens, then exploring differences in the content of social media postings among candidates, organizations, and citizens, and finally exploring the impact of social media use on mobilization and participatory inequality defined by gender, age, and socio-economic status.

Findings

This volume addresses whether social media use is more common among liberal or conservative citizens, candidates, and organizations; the level of negativity in social media discourse and the impact on attitudes; the existence of echo chambers of like-minded individuals and groups; the extent and nature of interactivity in social media; and whether social media will reinforce participation inequalities. In sum, the studies suggest that negativity and interactivity on social media are limited and mixed support for echo chambers. While social media mobilizes citizens, these citizens are those who already pre-disposed to engage in civic and political life.

Originality/value

This paper explores key topics in social media research drawing upon 60 recently published studies. Most of the studies are published in 2015 and 2016, providing a contemporary analysis of these topics.