Political Magazines on Twitter During the US Presidential Election 2012

Abstract

This study offers a content analysis of Twitter activity by 16 American political opinion magazines during the month before the 2012 presidential election. The study attempts to operationalize aspects of tweets that may contribute to frame alignment processes and mobilization among Twitter users. The analysis identifies these components and examines how political magazines’ Twitter activity may demonstrate aspects of this process. These magazines must consider both the normative goal of achieving specific political gains by mobilizing readers and the pragmatic goal of remaining sustainable as publishing enterprises. The degree to which their Twitter usage reflects frame alignment processes may not only reinforce political mobilization, but also affect the longevity of their publications. This analysis offers practical and theoretical insights into the changing role of political magazines in an increasingly digital era of political engagement.

KEYWORDS:

• election
• frame alignment
• mobilization
• political movement
• political opinion magazines
• Twitter

ACKNOWLEDGEMENTS

The author would like to thank Research Assistant Carrie Skuzeski for her contributions to this project.