MAPACA

Mid-Atlantic Popular &
American Culture Association

Through this study I provide a descriptive interpretation of the role digital media plays in the responses of presidential candidates when they are faced with natural disaster events. I compared two presidential campaign seasons, the 2004 campaign between incumbent President George W. Bush and Senator John Kerry and the 2012 campaign between incumbent President Barack Obama and Mitt Romney, to isolate the effects of social media on political rhetoric and increased voter support.

To study the two campaigns as they faced natural disasters media sources were examined during and after Hurricane Ivan in 2004 and Hurricane Sandy in 2012. To analyze candidate responses to Hurricane Ivan in 2004 4 major newspapers, photograph galleries, and personal statements were examined. To analyze candidate responses to Hurricane Sandy in the 2012 campaign season, after social media was foregrounded as a news source, the Facebook and Twitter accounts of the candidates were examined. The study generated several key findings: social media allows for interactive discussion with voters, candidates must look to predictions for voter response while generating content for social media posts, the use of personal voice is possible through social media, candidates lose total control of their message on social media, and finally that social media can allow candidates to overcome some obstacles of being a non-incumbent.

I conclude that candidates face risks and gain benefits while using social media during kairotic moments, opportune moments for which politicians need to issue an appropriate response in the campaign season, such as natural disasters. I conclude that politicians must be aware of the rhetorical strategies of social and other media at their disposal in order to take advantage of a kairotic moment in a campaign. Specifically, politicians need to deploy personal voice and personal presence through images to showcase their leadership abilities to the voters.