Are Your Reasons the Same as Mine

This study explored the use of social networking web sites by young adults, ages 21-25 years old, during the 2008 presidential campaign. The historic presidential election of Barack Obama and his use of social media has offered communication scholars the opportunity to continue questioning and exploring the role of traditional media in political campaigns. Simultaneously, scholars are attempting to understand the influence of social networks as a fairly new Internet medium. This exploratory study established the foundation to expand research in the area of social media use by young adults during political campaigns. Participants in this study consider their online support of Obama as being politically active. This is a shift in the way traditional political engagement occurs, usually through volunteerism or fundraising in some capacity offline. However, the participants in this study were confident in their political activities through social media. The analysis in this book can contribute ways for public relations practitioners to leverage their candidate s message and stance on the issues so they resonate with a target audience.