{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,6]],"date-time":"2026-05-06T16:38:18Z","timestamp":1778085498337,"version":"3.51.4"},"reference-count":30,"publisher":"SAGE Publications","issue":"8","license":[{"start":{"date-parts":[[2016,7,9]],"date-time":"2016-07-09T00:00:00Z","timestamp":1468022400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["New Media &amp; Society"],"published-print":{"date-parts":[[2016,9]]},"abstract":"<jats:p>Drawing on interviews with staffers from the 2012 Obama and Romney presidential campaigns and qualitative content analysis of their Twitter feeds, this article provides the first inside look at how staffers used the platform to influence the agendas and frames of professional journalists, as well as appeal to strong supporters. These campaigns sought to influence journalists in direct and indirect ways, and planned their strategic communication efforts around political events such as debates well in advance. Despite these similarities, staffers cite that Obama\u2019s campaign had much greater ability to respond in real time to unfolding commentary around political events given an organizational structure that provided digital staffers with a high degree of autonomy. After analyzing the ways staffers discuss effective communication on the platform, this article argues that at extraordinary moments campaigns can exercise what Isaac Reed calls \u201cperformative power,\u201d influence over other actors\u2019 definitions of the situation and their consequent actions through well-timed, resonant, and rhetorically effective communicative action and interaction.<\/jats:p>","DOI":"10.1177\/1461444814562445","type":"journal-article","created":{"date-parts":[[2014,12,6]],"date-time":"2014-12-06T00:13:12Z","timestamp":1417824792000},"page":"1473-1490","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":204,"title":["Seizing the moment: The presidential campaigns\u2019 use of Twitter during the 2012 electoral cycle"],"prefix":"10.1177","volume":"18","author":[{"given":"Daniel","family":"Kreiss","sequence":"first","affiliation":[{"name":"University of North Carolina at Chapel Hill, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2016,7,9]]},"reference":[{"key":"bibr1-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1080\/1369118X.2011.587882"},{"key":"bibr2-1461444814562445","unstructured":"Baldwin-Philippi J (2012) Using technology, building democracy: how political campaigns\u2019 uses of digital media reflect shifting norms of citizenship. Unpublished Doctoral Thesis, Northwestern University, Evanston, IL."},{"key":"bibr3-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1080\/1369118X.2012.678878"},{"key":"bibr4-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1093\/acprof:oso\/9780199759477.001.0001"},{"key":"bibr5-1461444814562445","unstructured":"Democracy in Action (2014) Key People\u2014President Barack Obama. Available at: http:\/\/www.p2012.org\/candidates\/obamaorg.html#digitals"},{"key":"bibr6-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1371\/journal.pone.0079449"},{"key":"bibr7-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1177\/1461444813513259"},{"key":"bibr8-1461444814562445","volume-title":"Tweeting to Power: The Social Media Revolution in American Politics","author":"Gainous J","year":"2014"},{"key":"bibr9-1461444814562445","unstructured":"Gulati G, Williams C (2011) Social media in the 2010 Congressional elections.\u2009Available at SSRN 1817053."},{"key":"bibr10-1461444814562445","author":"Hamby P","year":"2013","journal-title":"Joan Shorenstein Center on the Press, Politics, and Public Policy"},{"key":"bibr11-1461444814562445","doi-asserted-by":"crossref","unstructured":"Jungherr A (2014a) Twitter in politics: a comprehensive literature review. Available at: http:\/\/papers.ssrn.com\/sol3\/papers.cfm?abstract_id=2402443","DOI":"10.2139\/ssrn.2402443"},{"key":"bibr12-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1111\/jcom.12087"},{"key":"bibr13-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1093\/acprof:oso\/9780199898367.001.0001"},{"key":"bibr14-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1108\/S0163-786X(2012)0000033011"},{"key":"bibr15-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1093\/acprof:oso\/9780199782536.001.0001"},{"key":"bibr16-1461444814562445","volume-title":"Paper presented at the annual meeting of the International Communication Association","author":"Kreiss D","year":"2014"},{"key":"bibr17-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1177\/1464884914525562"},{"key":"bibr18-1461444814562445","doi-asserted-by":"publisher","DOI":"10.2307\/259349"},{"key":"bibr19-1461444814562445","volume-title":"Salsa Dancing Into the Social Sciences: Research in an Age of Info-Glut","author":"Luker K","year":"2008"},{"key":"bibr20-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1080\/1369118X.2014.892149"},{"key":"bibr21-1461444814562445","first-page":"2333","volume":"7","author":"Nielsen RK","year":"2013","journal-title":"International Journal of Communication"},{"key":"bibr22-1461444814562445","doi-asserted-by":"publisher","DOI":"10.23943\/princeton\/9780691148670.001.0001"},{"key":"bibr23-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1386\/jmpr.14.4.291_1"},{"key":"bibr24-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1177\/1461444813487955"},{"key":"bibr25-1461444814562445","volume-title":"Politics and the Twitter Revolution: How Tweets Influence the Relationship between Political Leaders and the Public","author":"Parmelee JH","year":"2012"},{"key":"bibr26-1461444814562445","volume-title":"Global Political Campaigning: A Worldwide Analysis of Campaign Professionals and Their Practices","author":"Plasser F","year":"2002"},{"key":"bibr27-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1177\/0735275113501792"},{"key":"bibr28-1461444814562445","unstructured":"Ruffini P (2013) Inside the cave. Engage. Available at: http:\/\/enga.ge\/projects\/inside-the-cave\/"},{"key":"bibr29-1461444814562445","doi-asserted-by":"publisher","DOI":"10.1007\/BF00160753"},{"key":"bibr30-1461444814562445","volume-title":"Learning from Strangers: The Art and Method of Qualitative Interview Studies","author":"Weiss RS","year":"1995"}],"container-title":["New Media &amp; Society"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/1461444814562445","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/full-xml\/10.1177\/1461444814562445","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/1461444814562445","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,5,2]],"date-time":"2026-05-02T03:42:52Z","timestamp":1777693372000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.1177\/1461444814562445"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2016,7,9]]},"references-count":30,"journal-issue":{"issue":"8","published-print":{"date-parts":[[2016,9]]}},"alternative-id":["10.1177\/1461444814562445"],"URL":"https:\/\/doi.org\/10.1177\/1461444814562445","relation":{},"ISSN":["1461-4448","1461-7315"],"issn-type":[{"value":"1461-4448","type":"print"},{"value":"1461-7315","type":"electronic"}],"subject":[],"published":{"date-parts":[[2016,7,9]]}}}