literature; research is largely focused on examples outside of the United States (Carlson & Standberg, 2012; Gasser & Gerlach, 2012; Hamdy & Gomaa, 2012; Gilmore, 2011; Grant, Moon, & Grant, 2010; Ifukor, 2010) and existing research relies on quantitative data and analysis (Baum, 2012; Lawless, 2012; Williams & Gulati, 2012). Our essay challenges these patterns, because we believe that studying social media in the political context of the United States is overdue and we strongly believe the discursive data in strategies offers rich politician’s rhetorical insight into engagement of audiences and potential voters in contemporary politics. While there are limits to discourse and possibly even the cultivation of shallow, political activism in the digital expressive space this initial exploratory analysis is more than justified. Social media, Facebook in particular, offers elected officials an expressive space that is cost efficient, easy to maintain and has distinctive media features embedded into one pane in addition to offering space for the audience to engage the official (or their proxies) and to engage with others in the broad believe that Facebook as used by elected officials “friend” stream. We is the perfect political communication tool for image maintenance, especially as an elected official transitions from the campaign stage to the governing stage. However given the openness of Facebook and the scope of a politicians audience, the potential for disruption and destabilization of message is high. Our essay endeavors to do two things; first, present a typology of messaging strategy on Facebook. The typology details the structure of messages used on Facebook. The second goal is to track discursive controversy on Facebook through audience comments on pages. politician’s Our essay draws qualitative data from the Facebook page of United States Congressman (D-Texas), a relatively recently elected official whose Facebook presence has Beto O’Rourke been consistent and well curated since his election in 2013. Indeed the O’Rourke
literature; research is largely focused on examples outside of the United States (Carlson & Standberg, 2012; Gasser & Gerlach, 2012; Hamdy & Gomaa, 2012; Gilmore, 2011; Grant, Moon, & Grant, 2010; Ifukor, 2010) and existing research relies on quantitative data and analysis (Baum, 2012; Lawless, 2012; Williams & Gulati, 2012). Our essay challenges these patterns, because we believe that studying social media in the political context of the United States is overdue and we strongly believe the discursive data in politician’s rhetorical strategies offers rich insight into engagement of audiences and potential voters in contemporary politics. While there are limits to discourse and possibly even the cultivation of shallow, political activism in the digital expressive space this initial exploratory analysis is more than justified. Social media, Facebook in particular, offers elected officials an expressive space that is cost efficient, easy to maintain and has distinctive media features embedded into one pane in addition to offering space for the audience to engage the official (or their proxies) and to engage with others in the broad “friend” stream. We believe that Facebook as used by elected officials is the perfect political communication tool for image maintenance, especially as an elected official transitions from the campaign stage to the governing stage. However given the openness of Facebook and the scope of a politicians audience, the potential for disruption and destabilization of message is high. Our essay endeavors to do two things; first, present a typology of messaging strategy on Facebook. The typology details the structure of messages used on Facebook. The second goal is to track discursive controversy on Facebook through audience comments on politician’s pages. Our essay draws qualitative data from the Facebook page of United States Congressman Beto O’Rourke (D-Texas), a relatively recently elected official whose Facebook presence has been consistent and well curated since his election in 2013. Indeed the O’Rourke