political crisis response in social media: student research presentation скачать в хорошем качестве

political crisis response in social media: student research presentation

Clayton M. Cousens, Kathryn D. Kenney, Martha L. Pait and Jessie B. Savini from the University of Georgia Grady College present their research from their Research Methods (JRMC 8010) class in fall 2012, taught by Dr. Kaye Sweetser. Using a posttest only experimental design with control group (N = 174), this study explored the impact of channels of message exposure on image repair and perceived crisis for a political candidate. The participants were exposed to a stimulus communicating a political candidate in crisis. Researchers manipulated candidate apology by showing participants the apology in various social media settings (Facebook, Twitter, blog). The control group was not exposed to an apology. Results showed no statistical significance between the impacts of different social media channels. This indicated that an effective apology is not tied to one particular social media tool.