Abstract
This study investigates how the electoral campaigns in Florida’s 2018 gubernatorial and Senate races used information subsidies to influence each other’s integrated marketing communications. Informed by agenda-building theory, the study probes which campaign and which party had the strongest transfer of issue and stakeholder salience (first-level) and sentiment (second-level) in campaign communications across the two races. Data include issue statements, press releases, tweets, and email blasts. Results of a lexicon-based automated content analysis show evidence for both unidirectional and bi-directional agenda-building influence of stakeholder salience. Further, data suggest the gubernatorial campaigns (DeSantis and Gillum) engaged in subtly more positive, self-promotion-based marketing than their counterparts in the Senate race (Scott and Nelson). Findings contribute theoretical and practical applications to political communication in election campaigning.
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