Date of Award
5-10-2026
Date Published
June 2026
Degree Type
Thesis
Degree Name
Master of Arts (MA)
Department
Media Studies
Advisor(s)
Joshua Darr
Keywords
livestream;political campaigning
Abstract
This paper examines the persuasive power of political candidates appearing on livestreaming platforms as a campaign strategy for targeting younger, politically disengaged voters. Drawing on the theoretical frameworks of platform affordances, parasocial interaction, celebrity endorsement, and source credibility, it argues that the unique digital architecture of livestreaming sites creates media conditions distinct from traditional broadcast media and other social media. These conditions amplify parasocial experiences, telepresence, and flow, making audiences potentially more receptive to political messaging. The paper then situates livestream appearances within the broader tradition of celebrity endorsements and the growing influence of social media in campaign communication. It also delves into the legal environment surrounding electoral speech on broadcast media and the Internet. To evaluate the impact of platform choice on voter perception, an experimental survey is employed. No significant results came about. The findings contribute to a nascent but growing body of literature on the politicization of livestreaming and offer practical implications for how campaigns allocate resources across new media platforms.
Access
Open Access
Recommended Citation
Ross, Leah H., "Going Live: How Twitch Appearances Shape Voter Perceptions of Political Candidates" (2026). Theses - ALL. 1034.
https://surface.syr.edu/thesis/1034
