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Lobur, Connie
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Spring 2019
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2019
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The purpose of this thesis is to examine the role that social media played in two insurgent political campaigns in the east Bronx during the 2017 and 2018 election cycles. The research consists of a content analysis of the candidates' Facebook pages, measuring reactions, comments, shares, and total posts, as well as the campaigns' spending on social media as opposed to other forms of political advertising. The results hold that aggressive, issue-based social media action can be an effective organizing tool for local campaigns that are strapped for resources.
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