Ijere, Thomas Chukwuma (2020) Personalized political communication in the era of media abundance: a comparative study of practices in the United States, United Kingdom and Nigeria. Doctoral thesis, Northumbria University.
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Text (Doctoral Thesis)
ijere.thomas_phd 15031002.pdf - Submitted Version Download (8MB) | Preview |
Abstract
This thesis is a multi-method qualitative comparative study of modern campaign practices in the United States, United Kingdom and Nigeria. Designed to contribute to the gap in knowledge on the technological dimension and features of modern electioneering, the thesis focuses on the 2008 and 2012 Obama campaigns as a technologically innovative exemplar to explore changes and emerging practices in campaigning across three democracies.
Findings indicate that in the two advanced democracies, campaigning has entered a historically new era where data driven practices and new technology now form the ingredients and infrastructure for voter identification, mobilization, persuasion and de-mobilization.
Three key contributions are notable in the thesis. First, the comparative methodological design of the study allowed for a typology that captures the technological state and dimension (s) of modern campaign practices to be developed. This way, the work builds comparative theory and rescues the field from comparative knowledge stagnation on the technological features of modern campaigns.
Second, using empirical evidence from the three case studies, the thesis contributes to theory by reducing and strengthening the explanatory scope of Swanson and Mancini’s (1996) Americanization and modernization theses respectively.
Third, the thesis also adds contemporary understanding to the dynamics of contextual factors and conditions that shape innovation and the uptake of technologically innovative approach (es) to campaign in the United States, United Kingdom and Nigeria.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Uncontrolled Keywords: | new technology, comparative political communication, Americanization, modernization, vote buying and stomach infreastructure |
| Subjects: | L200 Politics P300 Media studies |
| Department: | Faculties > Arts, Design and Social Sciences > Social Sciences University Services > Graduate School > Doctor of Philosophy |
| Depositing User: | John Coen |
| Date Deposited: | 01 Dec 2021 11:44 |
| Last Modified: | 01 Dec 2021 11:45 |
| URI: | http://nrl.northumbria.ac.uk/id/eprint/47870 |
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