Document Type
Article
Article Version
Post-print
Publication Date
2-3-2014
Abstract
New media technologies have been lauded for their potential in de-monopolizing gatekeeper power and rejuvenating democracy. This research inquires into how those changes in the media environment are affecting (and being affected by) consultants involved in the production of political communication. Drawing on dozens of in-depth interviews with these elite operatives, this study highlights how strategies are developed, practices are executed, and messages are encoded given increasing fragmentation and narrowcasting. It examines these consultants' roles in managing the news agenda and political discourse by expanding partisan spaces online for content creation and narrowcasting more nuanced, flexible messages to targeted niches. This study concludes with consideration given to how these efforts might hinder certain public sphere ideals.
Publication Title
Journal of Communication
Repository Citation
Serazio, Michael, "The new media designs of political consultants: Campaign production in a fragmented era" (2014). Communication Faculty Publications. 39.
https://digitalcommons.fairfield.edu/communications-facultypubs/39
Published Citation
Serazio, Michael. (2014). The new media designs of political consultants: Campaign production in a fragmented era. Journal of Communication. Article first published online February 3, 2014. http://onlinelibrary.wiley.com/doi/10.1111/jcom.12078/full
DOI
10.1111/jcom.12078
Peer Reviewed
Comments
Copyright 2014 Wiley - archived here with a 2 year embargo
"This is the accepted version of the following article: Serazio, Michael. (2014). The new media designs of political consultants: Campaign production in a fragmented era. Journal of Communication. Article first published online February 3, 2014., which has been published in final form at http://onlinelibrary.wiley.com/doi/10.1111/jcom.12078/full