Connecting Mayors: The Content and Formation of Twitter Information Networks

• Published in: Urban affairs review (Thousand Oaks, Calif.) Vol. 58; no. 1; pp. 33 - 67
• Main Author: Wukich, Clayton
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.01.2022; SAGE PUBLICATIONS, INC
• Subjects: Best practice; Constituents; Content analysis; Internet; Local government; Marketing; Mayors; Partisanship; Policy networks; Political advertising; Political parties; Politicians; Politics; Positioning; Selfpromotion; Social media; mayors; social media; information networks
• ISSN: 1078-0874; 1552-8332
• DOI: 10.1177/1078087420947182

Politicians interact with each other in polarized and partisan ways when they correspond on social media. Meanwhile, local governments share more substantive information about their service delivery efforts. Mayors operate in both spaces simultaneously (i.e., politics and administration), yet little has been reported about how they balance these positions online. This article examines (1) the extent to which mayors who govern the 100 largest U.S. cities form ties with each other, (2) the messages they create, and (3) the factors that influence their associations. Content analysis identifies common message types, including favorable presentation, symbolic acts, and political positioning statements. Results from quadratic assignment procedure indicate mayors form ties with high-profile counterparts from the same political party who represent larger cities and possess more followers (i.e., more popular accounts). The findings suggest tie formation has less to do with the exchange of best practices—as in policy networks—and more to do with self-promotion and political marketing to constituents at home.