Georgia Southern University Digital Commons@Georgia Southern Honors College Theses 2021 The New Open Forum: Social Media Use in Georgia Gubernatorial Elections John Mack Georgia Southern University Follow this and additional works at: https://digitalcommons.georgiasouthern.edu/honors-theses Part of the American Politics Commons, Social Influence and oliticalP Communication Commons, and the Social Media Commons Recommended Citation Mack, John, "The New Open Forum: Social Media Use in Georgia Gubernatorial Elections" (2021). Honors College Theses. 615. https://digitalcommons.georgiasouthern.edu/honors-theses/615 This thesis (open access) is brought to you for free and open access by Digital Commons@Georgia Southern. It has been accepted for inclusion in Honors College Theses by an authorized administrator of Digital Commons@Georgia Southern. For more information, please contact
[email protected]. The New Open Forum: Social Media Use in Georgia Gubernatorial Elections An Honors Thesis submitted in partial fulfillment of the requirements for Honors in the Department of Political Science and International Studies By: John Mack Under the mentorship of Dr. Patrick Novotny ABSTRACT In 2018, Georgia saw one of the most contested elections in recent memory with Brian Kemp narrowly defeating Stacey Abrams. As a part of that election, social media would play a critical role in how campaigns are run. This thesis takes a look at previous literature on voter turnout and social media. This thesis asks: How did the campaigns use social media to spread their message, and in what stage of the election was social media most effective? To answer that question this thesis features a content analysis of Facebook posts and Tweets from the 2018 elections compared to posts in the 2014 elections to answer my question and to see how campaigning on social media has evolved since 2014.