Is the equalization/normalization lens dead? Social media campaigning in US congressional elections

Purpose

Early information technology scholarship centered on the internet’s potential to be a democratizing force was often framed using an equalization/normalization lens arguing that either the internet was going to be an equalizing force bringing power to the masses, or it was going to be normalized into the existing power structure. The purpose of this paper is to argue that considered over time the equalization/normalization lens still sheds light on our understanding of how social media (SM) strategy can shape electoral success asking if SM are an equalizing force balancing the resource gap between candidates or are being normalized into the modern campaign.

Design/methodology/approach

SM metrics and electoral data were collected for US congressional candidates in 2012 and 2016. A series of additive and interactive models are employed to test whether the effects of SM reach on electoral success are conditional on levels of campaign spending.

Findings

The results suggest that those candidates who spend more actually get more utility for their SM campaign than those who spend less in 2012. However, by 2016, spending inversely correlates with SM campaign utility.

Research limitations/implications

The findings indicate that SM appeared to be normalizing into the modern congressional campaign in 2012. However, with higher rates of penetration and greater levels of usage in 2016, the SM campaign utility was not a result of higher spending. SM may be a greater equalizing force now.

Practical implications

Campaigns that initially integrate digital and traditional strategies increase the effectiveness of the SM campaign because the non-digital strategy both complements and draws attention to the SM campaign. However, by 2016 the SM campaign was not driven by its relation to traditional campaign spending.

Originality/value

This is the first large N study to examine the interactive effects of SM reach and campaign spending on electoral success.

The new "new racism" thesis: limited government values and race-conscious policy attitudes

Some contend that Whites’ application of values to form opinions about race-conscious policy may constitute a subtle form of racism. Others challenge the new racism thesis, suggesting that racism and values are exclusive in their influence. Proponents of the thesis assert that many Whites’ attitudes about such policy are structured by a mix of racism and American individualism. The author suggests that an even more subtle form of racism may exist. Racism may actually be expressed in opposition to big government. The test results presented here indicate that the effects of limited-government values on attitudes about race-conscious policy are conditional on levels of racial prejudice for many Whites, whereas the effects on racially ambiguous social welfare policy attitudes are not. The author contends that these results provide support to the argument that racism still exists and has found a new subtle expression.