Using Social Media to Analyze Candidate Performance During Televised Political Debates

Abstract

A network analysis of Twitter discussion during the first presidential debate between President Obama and Mitt Romney was used to examine the process of public opinion formation as the debate was occurring. Hypotheses derived from network theory were tested to determine which mechanisms drive hub formation. Additional questions were examined. What user characteristics are associated with centrality in this kind of network? What roles do journalists and other media figures play? Does sentiment move toward one candidate or the other as the debate progresses? The viability of social networks as a gauge of public opinion is discussed as well as the implications for media.

Keywords

network analysis social media Twitter public opinion presidential debates

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