Media Messages in the 2022 Midterm Election: Division, Deniers, Dobbs, and the Donald

The 2022 midterms marked a transformative moment in American politics, as the combined influence of legacy media and social platforms reached new heights. Traditional outlets like television news and print journalism set the stage, while a vast digital ecosystem―spanning Facebook, TikTok, YouTube, and more―enabled campaigns to amplify messages on issues like abortion rights, the economy, and immigration. As these platforms shaped the voter experience in a fragmented and often- polarized media environment, campaigns and citizens harnessed their power to reach diverse audiences and build momentum across both established and emerging channels.

This book offers a compelling, scholarly exploration of these dynamics, revealing how communication across traditional and digital media shaped an election forecasted as a Republican “red wave” but instead delivered unexpected, narrower results. Through detailed analyses, data- driven research, and case studies from high- profile races, this book uncovers how media strategies influenced voter behavior, shaped public discourse, and framed electoral outcomes. Essential for academics, political analysts, and media professionals, this work provides crucial insights into the evolving role of media in U.S. elections and the weighty implications for future democratic engagement.

John Allen Hendricks is Chair of the Department of Media & Communication and Professor at Stephen F. Austin State University, a member of the University of Texas System, where he teaches courses in communication theory, research methods, First Amendment law, and media and politics. He is the recipient of book awards from the National Communication Association (NCA) and the Broadcast Education Association (BEA).

Dan Schill is Professor in the School of Communication Studies and Affiliate Professor in Political Science at James Madison University, where he teaches courses in advocacy, political communication, research methods, and media and politics. His research focuses on communication, politics, media, and technology.