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Purpose – Cory Booker will likely step down as mayor of Newark in 2014 or 2018. When he does, the possibility of a strong Latino candidate emerging is quite likely. There are a number of black politicians who would like to succeed Booker as well. This chapter identifies eight potential successors to Booker and assesses their ability to create a multiracial electoral coalition using prior vote performance in citywide elections.Design/methodology/approach – This study regresses district (or precinct) level vote preferences for the aforementioned potential successors in previous elections on the racial and ethnic composition of the district, using voter district demographic data from 2000 and 201011The 2010 data is still incomplete at the time of publication. As such, this data will be used sparingly. compiled by the US Census Bureau and the Minnesota Population Center.Findings − There is a decade’s worth of evidence suggesting racially polarized voting among blacks and Latinos in Newark. The racialized black and Latino candidates examined in this chapter had much stronger support in districts with large coethnic populations. In contrast, the more deracialized candidates often had softer support in districts with high concentrations of coethnic voters, but often performed better in districts with higher concentrations of non-coethnics.Originality/value − While the author cautions against reading too much into the findings, the results do portend a future of racially polarized voting in Newark, especially as the city’s population diversifies and as different factions vie for power.

Social media has become an indispensable part of modern politics. Its rise in the political arena has coincided with the decline in trust toward mainstream media. Today, more than half of the population gets their political news and information through social media platforms like Twitter and Facebook. Social media offers a great marketing opportunity to politicians as they allow them to bypass traditional media and communicate directly with voters, engage citizens during campaign and noncampaign periods, and create a brand image. As social media's influence in politics grows, so has the research devoted to political marketing on social media. It is against this backdrop that this chapter is written, which provides readers with an overview of the academic domain and the current state of literature. The chapter highlights the various research areas that have been explored in the literature and the implications of social media for political marketing strategy, along with the domain's current limitations and possible avenues of further research.

General presidential elections are the achievements of the democratic forces and always arouse a multitude of social excitement. The presidential campaigns in years 1990; 1995; 2000; 2005; 2010; and present in 2015 became more and more professional. The role of planning and effective campaigns also increased. After more than 25 years of independence and after successfully carrying out the transformation of a new generation of voters born, raised, and educated in a democratic country whose political decisions are not conditioned in comparison to situation, Communist Poland has grown up and voted in 2015. The expectations of this generation are attributable to a good job, the ability to travel, and actively shaping their own lives. The existing political and party system no longer reflects the new social divisions which are becoming increasingly visible in the country.

This paper examines whether new media can address low levels of political engagement among youth. This paper reports the results of an experiment conducted in 2010 and 2011 where a random sample of participants were exposed to a variety of online news sources. The experiment is unique in recognizing the varied ways in which online news is accessed and acquired by users, including through social networks, and in assessing how different news stories affect political interest. Interest in local politics was higher for youth who were exposed to a variety of online news sources as opposed to those youth who were not exposed to these sources. In addition, use of online news increased political interest, controlling for prior levels of political interest. The results affirm the potential of online news sources to stimulate youth’s interest and engagement in politics.

President Obama embraced social media and remains one of the most followed persons on Twitter. The focus of this study is twofold: to assess how the President’s use of Twitter affected (a) Millennials’ perception of Obama and (b) Millennials’ interest and likelihood to participate in the political process. Study findings provide support for a model derived from information processing theory. Results also suggest that message orientation (or perceived favorability) predicted source credibility, which stems from message content as well as the Twitter medium by which the message was delivered. Implications for study findings – including optimal strategies for cultivating a social media presence – are discussed.

Three years’ uninterrupted, official residence in Denmark enfranchises all immigrants and refugees in Danish local elections. Not all exercise this right, however. Voter turnout for ethnic minorities in the Danish cities of Aarhus and Copenhagen varies significantly according to ethnic group, according to city, and according to gender. The most significant differences emerge because of the collective mobilization of some ethnic groups in the one city or the other. Most groups are also experiencing varying degrees of individual mobilization based on social integration in Danish society. In many ethnic groups, a specific mobilization of women is observed, and young women in particular have a relatively high voter turnout.

The growth in popularity of new media has led some television networks in the United States to experiment with alternative forms of political debate by encouraging viewers of all ages to submit video questions to political candidates. Surprisingly, however, experimentation with this new type of debate format in the 2008 U.S. presidential election cycle did not lead to the adoption of new debate formats in the subsequent 2012 election cycle, despite its success with viewing audiences. This study examines various debate formats to understand the value of participatory, user-generated debate question formats versus more traditional debate question formats whereby moderators or live audience members ask presidential candidates scripted questions.

Using a between-subjects experiment, this study examines four types of televised debate formats to assess young adult viewers’ impressions of each format as well as image perceptions of a political candidate and the individual posing the debate question.

The findings suggest debate formats impact perceptions of a political candidate’s image differently for young men and young women. In addition, varying the debate format impacts young voters’ perceptions of debate questioners as well as their overall perceptions of the debate. Implications for viewing audiences are discussed.

U.S. presidential candidates should embrace presidential debate formats that encourage citizens to participate in the political process via new media technologies.

This study shows implementing more engaging and interactive presidential debate formats can positively impact young voters’ perceptions.

Purpose – This chapter explores the use of music and celebrity endorsements in political campaigns of the United States. It focuses on two aspects: (1) the legality of a political campaign’s use of music at rallies and in advertisements without authorization from the owner of the musical work and (2) a review of the literature on the potential effect of the use of music in political campaigns on voter behavior.

Design/methodology/approach – A brief history of the use of music in political campaigns precedes an examination of the expansion of copyright law protection for music and the legal claims musicians may raise against the unauthorized use of music by political campaigns. The chapter then reviews the potential effect of political campaigns’ use of music and celebrity endorsements on voter behavior.

Findings – A musician’s primary legal protection falls under copyright law, but the courts disagree on whether the unauthorized use of music at political rallies and in political campaign advertisements results in copyright infringement. Social research suggests music and celebrity endorsements affect voter behavior with a likely greater effect on first-time voters.

Originality/value of chapter – This chapter introduces the complicated application of copyright law to the unauthorized use of musical works by political campaigns. Additionally, it notes the limited research on the effect of music and celebrity endorsements on voter behavior even as political campaigns increasingly target niche demographics with specific music selections to motivate voters to vote.