  The present study argues that political communication on social media is
mediated by a platform's digital architecture, defined as the technical
protocols that enable, constrain, and shape user behavior in a virtual space. A
framework for understanding digital architectures is introduced, and four
platforms (Facebook, Twitter, Instagram, and Snapchat) are compared along the
typology. Using the 2016 US election as a case, interviews with three
Republican digital strategists are combined with social media data to qualify
the studyies theoretical claim that a platform's network structure,
functionality, algorithmic filtering, and datafication model affect political
campaign strategy on social media.
