Graduation Year

Spring 2013

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts



Second Department

Intercollegiate Media Studies

Reader 1

Jon Shields

Reader 2

Ming-Yuen Ma

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Rights Information

© 2013 Emily L. McNitt


This thesis will analyze the 2012 presidential campaign strategies, and their impact on the election. Specifically it will look at whether attack ads had an impact on the swing state polls. It will also examine the influence of technology, social media and grassroots campaigning on voter turnout. From my research I conclude that the Obama Campaign outdid the Romney Campaign in all sectors previously mentioned. However, one cannot definitely claim that these factors solely decided the election outcome. What one can conclude is that these strategies, particularly technology applications and websites, social media networks and grassroots campaigning will play major roles in future elections, as well as promoting democracy and enriched voter participation.

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.