• Jyotirmaya Patnaik deposited Sharing Fear via Facebook: A Lesson in Political Public Relations in the group Group logo of Electronic LiteratureElectronic Literature on Humanities Commons 1 year, 8 months ago

    Our study compared the use of fear messages on Facebook by Barack Obama and Mitt
    Romney during the 2012 U.S. presidential elections. Results show that written fear messages
    embedded in photographs posted on Facebook by both candidates affected the degree to
    which those photographs were shared. More specifically, photographs containing written
    fear messages were shared more often than photographs not containing written fear messages.
    Furthermore, while the challenging candidate, Mitt Romney, used more photographs
    containing fear messages, the increase in shares was consistent across candidates.
    Implications regarding information distribution within communities, public relations
    practitioners specializing in political campaigning and society as a whole are discussed