Defining created media: How political campaigns are bridging the gap between paid and earned media.

摘要

Political campaigns, parties and organizations are no longer limited to paid and earned media to deliver persuasive messaging to potential voters. Instead, campaigns can make political content directly available to the public online without paid placement or journalistic reporting. This research explores how campaigns are bridging the gap between paid and earned media by defining created media, exploring four characteristics that make created media distinct from paid media and earned media. Furthermore, it quantifies how Obama for America and Romney for President, Inc. used created media through a case study of Twitter and the 2012 election.