Communication Technology and New Media Commons^™

Medium As King: Social Media & The Political Campaign, Isaac Shea

Masters Theses

There is a growing need for a greater understanding of the intersection between great content, effective targeting and proper media usage in mediated communication and especially in American politics. As more campaigns move their efforts online in an attempt to reach a rapidly growing digital constituency, more content will continue to be less visible. The major quest for this study will be to challenge the long-standing idea that “content is king” which Bill Gates termed at the inception of the internet. A theoretical background of Marshall McLuhan and Kathleen Hall Jamieson will not only allow us to answer this question, …