Political Marketing on Social and Mobile Media

Remaking the Paradigm?

Melissa M. Smith (Mississippi University for Women, USA)

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Hardback

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English

Routledge
10 September 2025

Communication studies; Media studies; Political campaigning & advertising; Press & journalism

Series: Routledge Studies in Media, Communication, and Politics

This book explores how social and mobile media have been used in political campaigns since 2008, examining how social media are already being implemented as well as how these types of messaging platforms might be used in the future.

Chapters in this book discuss how social and mobile media are becoming imperative when marketing a candidate’s image, distributing messages, fundraising, and getting out the vote. While some chapters delve into a particular candidate’s campaign, others discuss several campaigns in light of a particular political objective. Authors also discuss the use of political messaging and its possible role in political polarization through misinformation and interference. In particular, the book seeks to demonstrate a greater reliance on social and mobile media for political messaging, thus ushering in a possible new marketing paradigm.

This book will interest researchers and students in the areas of political communication, political science, government, public affairs, and social and digital media.

Edited by: Melissa M. Smith (Mississippi University for Women USA)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 500g
ISBN: 9781032875224
ISBN 10: 1032875224
Series: Routledge Studies in Media, Communication, and Politics
Pages: 170
Publication Date: 10 September 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Active

Melissa M. Smith is a professor of communication and holds the Gibbons Chair of Journalism at Mississippi University for Women, USA. Along with publishing and presenting several articles in political communication, she was coauthor of Campaign Finance Reform: The Political Shell Game (2010), Dark Money, Super PACs and the 2012 Election (2014), and author of Third Parties, Outsiders, and Renegades: Modern Challenges to the Two-Party System in Presidential Elections (2022).