In the modern political climate, the intersectionality between race, party affiliation, and ideology makes for an interesting case study in the power of media and agenda-setting. This professional project employed a mixed-methods approach, combining content creation with quantitative social media analysis and qualitative case study examination. The research focused on Caymen Watts' 2025 mayoral campaign in Columbia, Mississippi, specifically examining how agenda-setting theory manifested through digital media engagement. During the length of the campaign, I was the social media manager for the Watts Team. As a direct component of the electoral process, I saw firsthand how agenda-setting worked in real time. The study period spanned from February 9, 2025, through April 1, 2025, coinciding with the official campaign cycle leading up to the mayoral election. The results of this study found that while the Watts campaign was successful in using social media to bridge the gap between potential younger voters in the community. However, the overarching power of traditional media outlets still holds a significant sway over the ideologies and opinions of a small town like Columbia.
","abstract_html":"<p>In the modern political climate, the intersectionality between race, party affiliation, and ideology makes for an interesting case study in the power of media and agenda-setting. This professional project employed a mixed-methods approach, combining content creation with quantitative social media analysis and qualitative case study examination. The research focused on Caymen Watts' 2025 mayoral campaign in Columbia, Mississippi, specifically examining how agenda-setting theory manifested through digital media engagement. During the length of the campaign, I was the social media manager for the Watts Team. As a direct component of the electoral process, I saw firsthand how agenda-setting worked in real time. The study period spanned from February 9, 2025, through April 1, 2025, coinciding with the official campaign cycle leading up to the mayoral election. The results of this study found that while the Watts campaign was successful in using social media to bridge the gap between potential younger voters in the community. However, the overarching power of traditional media outlets still holds a significant sway over the ideologies and opinions of a small town like Columbia.</p>","abstract_has_math":false,"creators":["Fields, Jessica E"],"institution":null,"degree_name":"Master of Arts (MA)","degree_level":"Masters Thesis","degree_discipline":null,"degree_department":null,"school":null,"contributors":["Dr. Lindsey Maxwell","Dr. David Davies","Dr. Fei Xue"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2025,"date_issued":"2025-12-01T08:00:00Z","date_published":"2025-12-01T08:00:00Z","updated_at":"2026-07-24T05:45:55Z","subjects":["agenda setting theory","small town politics","political communication","media communication","political science","reverse agenda setting"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://aquila.usm.edu/masters_theses/1149","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Dr. Lindsey Maxwell","Dr. David Davies","Dr. Fei Xue"]},{"key":"dc:creator","label":"Author","values":["Fields, Jessica E"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2045-12-01T08:00:00Z"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Masters Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Arts (MA)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["agenda setting theory","small town politics","political communication","media communication","political science","reverse agenda setting"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://aquila.usm.edu/masters_theses/1149"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["In the modern political climate, the intersectionality between race, party affiliation, and ideology makes for an interesting case study in the power of media and agenda-setting. This professional project employed a mixed-methods approach, combining content creation with quantitative social media analysis and qualitative case study examination. The research focused on Caymen Watts' 2025 mayoral campaign in Columbia, Mississippi, specifically examining how agenda-setting theory manifested through digital media engagement. During the length of the campaign, I was the social media manager for the Watts Team. As a direct component of the electoral process, I saw firsthand how agenda-setting worked in real time. The study period spanned from February 9, 2025, through April 1, 2025, coinciding with the official campaign cycle leading up to the mayoral election. The results of this study found that while the Watts campaign was successful in using social media to bridge the gap between potential younger voters in the community. However, the overarching power of traditional media outlets still holds a significant sway over the ideologies and opinions of a small town like Columbia.
"]},{"key":"dc:title","label":"Title","values":["The Unconventional Candidate: Agenda-Setting in Small-Town Politics"]}]}],"canonical_facts":{"dc:contributor":["Dr. Lindsey Maxwell","Dr. David Davies","Dr. Fei Xue"],"dc:creator":["Fields, Jessica E"],"dc:date.available":["2045-12-01T08:00:00Z"],"dc:description.abstract":["In the modern political climate, the intersectionality between race, party affiliation, and ideology makes for an interesting case study in the power of media and agenda-setting. This professional project employed a mixed-methods approach, combining content creation with quantitative social media analysis and qualitative case study examination. The research focused on Caymen Watts' 2025 mayoral campaign in Columbia, Mississippi, specifically examining how agenda-setting theory manifested through digital media engagement. During the length of the campaign, I was the social media manager for the Watts Team. As a direct component of the electoral process, I saw firsthand how agenda-setting worked in real time. The study period spanned from February 9, 2025, through April 1, 2025, coinciding with the official campaign cycle leading up to the mayoral election. The results of this study found that while the Watts campaign was successful in using social media to bridge the gap between potential younger voters in the community. However, the overarching power of traditional media outlets still holds a significant sway over the ideologies and opinions of a small town like Columbia.
"],"dc:identifier":["https://aquila.usm.edu/masters_theses/1149"],"dc:subject":["agenda setting theory","small town politics","political communication","media communication","political science","reverse agenda setting"],"dc:title":["The Unconventional Candidate: Agenda-Setting in Small-Town Politics"],"thesis:degree_level":["Masters Thesis"],"thesis:degree_name":["Master of Arts (MA)"]},"updated_at":"2026-07-24T05:45:55Z"}