“Unpresidented” - Twitter as a Tool in Donald Trump’s Social Media Campaign

Table of Contents

1 Campaigning with the Internet

1.1 Campaigning with “old media“

1.2 Campaigning with “new media”

1.3 Microblogging in Political Business

2 Donald Trump on Twitter

2.1 The Twitter-Phenomenon Donald Trump

2.2 Donald Trump’s Tweet Pattern

2.3 The Online Persona Donald Trump

3 Different Forms of Political Mobilization

3.1 Rhetorical Strategies and Populist Mobilization

3.2 Social Media as a Tool for Networking Opponents

4 Conclusion and Outlook

Objectives and Topics

This work examines the role of Twitter as a pivotal campaign tool during Donald Trump’s 2016 presidential election, analyzing how he utilized the platform to bypass traditional media, mobilize supporters, and engage in populist rhetoric. It explores the interplay between online digital strategies and offline political actions, and how social media has reshaped political discourse and mobilization in the digital age.

• The transition of political campaigning from traditional broadcast media to digital and social media platforms.
• Analysis of Donald Trump’s linguistic patterns, rhetorical strategies, and "online persona" on Twitter.
• The use of social media platforms by both supporters and opponents for political mobilization and networking.
• The impact of social media "bubbles," the spread of misinformation, and the role of automated bots in political campaigns.

Excerpt from the Book

Summary of Chapters

1 Campaigning with the Internet: This chapter traces the evolution of campaign strategies from traditional "old media" like radio and television to the decentralized and interactive "new media" and microblogging platforms of the 2008 Obama and 2016 Trump election cycles.

2 Donald Trump on Twitter: This section investigates Trump's specific usage patterns, identifying his unique rhetorical style, the "online persona" he cultivated, and his extensive and controversial use of Twitter to bypass media gatekeepers.

3 Different Forms of Political Mobilization: This chapter analyzes the rhetorical strategies behind Trump’s populist language and contrasts this with how social media served as a vital tool for opponents to organize and network against his political agenda.

4 Conclusion and Outlook: The final chapter summarizes the findings on the power of social media in large-scale campaigns, reflects on the "fake news" and bubble phenomena, and looks ahead at the implications for future democratic processes.

Keywords

Donald Trump, Twitter, Social Media, Political Campaigning, Populism, Digital Mobilization, Rhetorical Strategies, Online Persona, Election 2016, Internet, Voter Participation, Post-Truth, Fake News, Facebook, Political Communication

Frequently Asked Questions

What is the primary focus of this work?

The work focuses on how Donald Trump utilized Twitter as an unconventional and highly effective tool during his 2016 presidential campaign to communicate directly with constituents and dominate the media narrative.

What are the central themes covered in the text?

Central themes include the transition to digital-first campaigning, the linguistic and rhetorical techniques Trump used to appeal to disenfranchised voters, and the broader implications of social media on political polarization and community organizing.

What is the research question or objective of the study?

The objective is to analyze how Twitter functioned as a campaign tool for Donald Trump, exploring how it amplified his message and influenced political mobilization compared to traditional media channels.

What scientific methodology is applied?

The thesis is framed as a content analysis and an extended analytical press review, incorporating data from media studies, political science, and data analysis of Twitter usage patterns.

What is covered in the main body of the work?

The main body covers the historical shift in campaigning, a detailed analysis of Trump’s tweet patterns (including adjective usage and sentiment), and the contrasting mobilization efforts of his political opponents on platforms like Facebook.

Which keywords characterize the work?

The work is characterized by terms such as Digital Mobilization, Populism, Online Persona, Fake News, Political Communication, and Twitter.

What does the term "unpresidented" refer to in the context of this study?

It refers to a famous spelling mistake made by Donald Trump in a 2016 tweet concerning a US Navy drone, which became emblematic of his controversial online behavior and was used to inspire the title of this thesis.

How do Trump's Android and iPhone tweets differ according to the research?

Data analysis suggests that tweets from Trump’s Android phone tended to be more aggressive, negative, and impulsive, while iPhone tweets were typically more strategic, professional, and focused on event announcements.

What role did automated bots play in the campaign?

The study notes that automated bots were used by both campaigns to influence political discourse, with a higher volume of pro-Trump bots, which raises critical concerns regarding the authenticity and manipulation of public opinion on social networks.