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

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.

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Publication Details

Journal
New Media & Society
Published
2026-09-05
DOI
https://doi.org/10.1177/14614448261470889
Primary Topic
Social Media and Politics
Type
article
Field-Weighted Citation Impact
0.00

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article

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

Yini Zhang, Jiyoun Suk, Ross Dahlke, Stephen Prochaska et al.
New Media & Society
Social Media and Politics
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Cross-platformization: How U.S. right-leaning media curate their posts on Twitter and Truth Social

Yini Zhang, Jiyoun Suk, Ross Dahlke, Stephen Prochaska, Wei Zhong, Josephine Lukito, Meredith L. Pruden, Megan A. Brown, Yunkang Yang, Porismita Borah, Jason Greenfield, Bin Chen
article en

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.

New Media & Society
Mansfield University (US), University of Wisconsin–Madison (US), Kennesaw State University (US), University of Southern Denmark (DK), Princeton University (US), University of Washington (US), University of Michigan (US), Education University of Hong Kong (HK), Seattle University (US), Stony Brook University (US), University at Buffalo, State University of New York (US), Washington State University (US), University of Hong Kong (HK), Texas A&M University (US)
Social Science Research Council, John S. and James L. Knight Foundation
Peace, Justice and strong institutions
Openalex Percentile: Top 4%
Social Media and Politics
DOISourceOpenAlex
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