New research analyzes campaign communications using candidate websites over three election cycles (2016-2018). 🗣️ Communication Analysis: Examines how campaigns use web platforms to connect with voters. 🔍 Theoretical Integration: Integrates existing communication theories about electoral strategies and risk management approaches in politics. 💻 Novel Dataset: Develops a unique dataset based on candidate websites, offering an unfiltered view of campaign content unlike traditional media sources such as TV ads or newspaper articles. ⭐ Key Findings:
- Incumbents and challengers employ different communication tactics.
- Incumbent behavior varies significantly depending on the race's competitiveness.
- Negative campaigning is strategically linked to other rhetorical elements, showing sophisticated political messaging techniques in US elections. 🌍 US Political Context: This study provides fresh insights into how candidates present themselves online during congressional campaigns and helps move beyond fragmented media coverage toward a more holistic understanding of electoral communication strategies.
