My research addresses the role of social media and their data in political processes, with a focus on political communication, public opinion, and gender. My published work examines how three groups – political actors, the press, and the public – use social media in regards to politics, how that social media use impacts their behavior, and how the policies and actions of social media companies in turn impacts political communication on their sites. I take up diverse methodologies like surveys, experiments, and large-scale computational and network analysis, as well as qualitative methods like in-depth interviews, to understand political events in socially networked digital spaces. My work aims to bring insights about and new theories of emerging political communication and public opinion in hybrid media and political systems.
I’ve published seventeen articles in peer-reviewed journals including the Journal of Communication, New Media & Society, Political Communication, Journalism, and Information, Communication & Society, and I co-edited a book (with Dr. Talia Stroud), Digital Discussions: How Big Data Informs Political Communication. I regularly present my work at conferences like ICA, APSA and AEJMC, and have received five Top Paper awards. In 2018, my dissertation was awarded the Lynda Lee Kaid Outstanding Dissertation Award from the National Communication Association.
You can download my complete CV here or see my studies listed below.
Kreiss, D. & McGregor, S. C. (2019). The “Arbiters of What Our Voters See”: Facebook and Google’s struggle with policy, process, and enforcement around political advertising. Political Communication. (Published online ahead of print: https://www.tandfonline.com/doi/full/10.1080/10584609.2019.1619639) PDF
McGregor, S.C. (2019). Social Media as Public Opinion: How Journalists use Social Media to Represent Public Opinion. Journalism. (Published online ahead of print: https://journals.sagepub.com/doi/full/10.1177/1464884919845458) PDF
Tromble, R. & McGregor, S. C. (2019). You Break It, You Buy It: The Naiveté of Social Engineering in Tech – And How to Fix It. Political Communication (invited Forum piece). PDF
Muddiman, A., McGregor, S. C. & Stroud, T. J. (2019). (Re)Claiming our expertise: Parsing large text corpora with manually validated and organic dictionaries. Political Communication. PDF
McGregor, S.C. & Molyneux, L. (2018). Twitter’s influence on news judgment: An experiment among journalists. Journalism. (Published online ahead of print: http://journals.sagepub.com/doi/10.1177/1464884918802975) PDF
Kreiss, D. & McGregor, S.C. (2017). Technology Firms Shape Political Communication: The Work of Microsoft, Facebook, Twitter, and Google With Campaigns During the 2016 US Presidential Cycle Political Communication. PDF
Kreiss, D., Lawrence, R. G. & McGregor, S.C. (equal co-authors).(2017). In their own words: Political practitioner accounts of candidates, audiences, affordances, genres, and timing in strategic social media use. Political Communication. PDF
McGregor, S. C. & Mourao, R. R. (2017). Second Screening Donald Trump: Conditional Indirect Effects on Political Participation. Journal of Broadcasting & Electronic Media, 61(2), 264-290. PDF
McGregor, S. C. (2017). Personalization, Social Media and Voting: Effects of candidate self-personalization on vote intention. New Media & Society. (published online ahead of print: http://journals.sagepub.com/doi/abs/10.1177/1461444816686103). PDF
McGregor, S. C., Mourao, R. R. & Molyneux, L. (2017). Twitter as a Tool for and Object of Political and Electoral Activity: Considering Electoral Context and Variance Among Actors. Journal of Information Technology & Politics. (published online ahead of print: http://www.tandfonline.com/doi/full/10.1080/19331681.2017.1308289). PDF
McGregor, S. C., Reis Mourao, R., Neto, I., Straubhaar, J. D. & Anduluci, A. (2017). Second Screening as Convergence in Brazil and the US. Journal of Broadcasting & Electronic Media, 61(1), 163-181. PDF
McGregor, S. C. & Vargo, C. J. (2017). Election-Related Talk and Agenda Setting-Effects on Twitter: A Big Data Analysis of Salience Transfer at Different Levels of User Participation. The Agenda Setting Journal, 1(1), 44-62. PDF
McGregor, S. C. & Reis Mourao, R. (2016). Talking politics on Twitter: gender, elections, and social networks. Social Media + Society, 2(3). PDF
Mourao, R., Saldana, M., McGregor, S. C. & Zeh, A. (2016). Support for protests in Latin America: Classifications and the role of online networking. Social Sciences, 5(4), 58. PDF
McGregor, S. C., Lawrence, R. G., & Cardona, A. (2016). Personalization, gender, and social media: Gubernatorial candidates’ social media strategies. Information, Communication & Society, 1-20. PDF
Saldaña, M., Sylvie, G. & McGregor, S. C. (2016). Journalism-Business tension in Swedish newsroom decision-making. Journal of Media Ethics 31(20, 100 - 115. PDF
Saldaña, M., McGregor, S. C. & Gil de Zuniga, H. (2015) Social Media as a Public Space for Politics: Cross-National Comparison of News Consumption and Participatory Behaviors in the United States and the United Kingdom. International Journal of Communication, 9, 23. PDF
Gil de Zuniga, H., Garcia, V. & McGregor, S. C. (2015). What is second screening? Exploring motivations of second screen use and its effect on online political participation. Journal of Communication 65(5), 793-815. PDF