Twitter and the electoral connection

Thomas R. Gray and Carlos Gutierrez‐Mannix

Social Science Quarterly, 2021, vol. 102, issue 6, 2881-2893

Abstract: Objective U.S. politicians use social media to engage directly with citizens, though the motivations that determine the choice to use social media remain opaque. We argue that there is a clear “electoral connection” in using social media that exceeds the influence of other motivations. Politicians use social media to cultivate support from electorally relevant actors. Methods We analyze Twitter usage from 2017 to 2020 by state attorneys general (AGs), who vary in being appointed or elected. Results We find that elected AGs are more likely to have Twitter accounts, use the accounts more often, and receive more engagement from other users as a result. We also find that they automate their tweeting more often. We replicate our primary findings on state secretaries of state and find similar results. Conclusion Our findings point to the importance of elections for motivating social‐media use by politicians.

Date: 2021
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