ABSTRACT
Although Facebook is primarily known for building and maintaining relationships, the 2008 presidential election highlighted this social networking website as a viable tool for political communication. In fact, during primary season until Election Day in 2008, Facebook users created more than 1,000 Facebook group pages that focused on Barack Obama and John McCain. Using quantitative content analysis, the primary purpose of this study was to assess how both John McCain and Barack Obama were portrayed across these 80Facebook groups. Results indicated that group membership and activity levels were higher for Barack Obama than for John McCain. Overall, Barack Obama was portrayed more positively across Facebook groups than John McCain. In addition, profanity, racial, religious, and age-related language were also coded for and varied with regard to how each candidate was portrayed. Theoretical and practical implications are discussed.
