Koeplinger, Megan: An Analysis of the Differences in Social Media Use and Reaction to Their Use Based on Candidate Gender

Title:  An Analysis of the Differences in Social Media Use and Reaction to Their Use Based on Candidate Gender

Name: Megan Koeplinger

Major:  Political Science

School affiliation: Douglass Residential College, Honors College, School of Arts and Sciences

Programs:  Honors College Capstone

Other contributors:

Abstract: Social media use has become a common part of most campaign strategies in recent elections. Based on previous research, it is generally known that women candidates must focus on being personable more than men candidates running for the same office. The growth of new platforms, specifically social media platforms, presents candidates with new opportunities to connect with voters in ways that demonstrate personability. This study analyzes the Facebook postings of 20 congressional candidates across 10 different elections in the 2 weeks prior to the 2018 Midterm elections to determine the personability of their Facebook posts and the reaction each received from potential voters. A slight, but not significant difference was found in personability of the candidates and the reactions to their posts. Future research at different periods of the election cycle may reveal more significant differences. Based on this case study, it appears that women candidates are not using their social media platforms to emphasize personability any more than men candidates.