2026-05-20T23:29:57Zhttps://keep.lib.asu.edu/oai/request

oai:keep.lib.asu.edu:node-2003082025-04-15T22:28:55Zoai_pmh:alloai_pmh:repo_items

200308 https://hdl.handle.net/2286/R.2.N.200308 http://rightsstatements.org/vocab/InC/1.0/ http://creativecommons.org/licenses/by-nc-sa/4.0 2025-05 53 pages Hornyak, Madeline Fridkin, Kim Holman, Christine Barrett, The Honors College School of Social Transformation School of Politics and Global Studies This study looks to analyze the political messaging by male and female candidates in candid platforms like Twitter and how that messaging affects voter perceptions and voter behavior, as well as how the gender of political candidates changes the way voters respond to social media posts. Studies have typically focused on formal campaign messaging from speeches to interviews and television advertisements, but there is little up-to-date research on the effects of social media on voter perceptions and voting behaviors, as social media is constantly growing and evolving, thus changing the landscape of political marketing. Through a social media analysis, a review of existing literature, and a survey experiment on over two hundred ASU students, I analyzed the interaction of social media and gender on voters. Gender Politics Social Media Twitter Voter Perceptions Voter behaviors Voter intent Gender, Social Media, and Politics: An Examination of the Power of Political Messaging on Voters