Aligning and Trespassing

Abstract

This study examined how Republican and Democratic candidates utilized Twitter to manage their impressions during the 2012 U.S. Senate elections, and examined their discussion of political issues and character traits across three types of tweets: campaign tweets, campaign-selected retweets, and tweets that mentioned their respective opponent. Candidates aligned with and trespassed party-based ownership of issues and traits across the tweet types. In the aggregate, Republicans discussed Republican-owned issues and traits more than Democrats, and Democrats emphasized Democrat-owned issues more than Republicans. This party alignment broke down when examined across winning and losing candidates, yielding varying routes to electoral success.