Cross-platformization: How U.S. right-leaning media curate their posts on Twitter and Truth Social

Abstract

This study examines how seven right-leaning media organizations utilize cross-platformization strategies to reach audiences across multiple platforms; in this case, Twitter and Truth Social. Focusing on both content volume and story packaging, we collect right-leaning media organizations’ social media posts and content from the 2022 U.S. midterm election. Combining computational and qualitative methods, we find that outlets posted only a small share of total stories across the two platforms and were selective in their content, often posting only on Twitter or Truth Social. For content posted on both platforms, the outlets posted content that ideologically aligned with the users of that platform. More specifically, right-leaning outlets on Truth Social tailored their posts to ideologically aligned users.