Facebook As A Campaign Tool During The 2012 Elections: A New Dimension To Agenda Setting Discourse

Arthur D. Santana, Lindita Camaj


The social networking site Facebook has risen to become an important campaign tool for politicians while also raising new questions about how its use is reshaping the agenda setting paradigm. This research examines the extent to which the Facebook messages of presidential nominees during the 2012 U.S. presidential campaign were transferred to the online public on Facebook and, via a two-step flow, to the greater citizen’s agenda. Findings demonstrate that in their political campaigns on Facebook, politicians are successfully transferring their first- and, to a lesser extent, second-level agendas to the Facebook public agenda, which largely mirrors the greater public agenda. 


Agenda setting, 2012 election campaign, social media, two-step flow

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