Web 2.Step-Flow: Social Networking Sites and Political Information

• In Event: Scholar to Scholar VI

Abstract

This study applies the two-step flow model to Facebook during the 2008 U.S. presidential election. The paper finds that in general the model accurately predicts the dynamics of political information diffusing through a Facebook network. While Facebook does not revolutionize political engagement for young voters, it does appear to increase political interest. As per the model, it has this impact for not just already interested users but also those not previously interested in politics.

Authors

• Paul J. Zube, Michigan State University

• Clifford Lampe, Michigan State University

• Jih-Hsuan Lin, Michigan State University