Twiplomacy: The rise of Donald Trump in 140 characters
DOI:
https://doi.org/10.22456/2178-8839.87556Keywords:
Donald Trump, Twitter, ElectionsAbstract
This article aims to analyze how Twitter was used as an important tool in the 2016 American elections, serving as a campaign platform for then-candidate Donald Trump. Thus, it seeks to analyze the Republican candidate's campaign on Twitter, with emphasis on three of the most important issues discussed in the campaign: immigrants and refugees; terrorism; relations with Russia. To investigate the relevance of the use of Twitter, this paper investigates how social media can be used to establish a "digital agenda", defining central themes in the political agenda, expanding the "digital presence", increasing the reach of the message, and generating "digital conversations", increasing interaction with the public. We conclude that Twitter was of utmost importance for Trump, who, by adopting digital diplomacy, used posts of up to 140 characters as a means of communication to strengthen his campaign proposal. Thus, Trump transmitted his political agenda, increased the reach of his messages and expanded the interaction with the public, causing an involvement in the network society that culminated in the expansion of his presence both in the digital environment and in the "real" environment, which together with the American democratic system, led him to victory.
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Accepted 2018-11-30
Published 2019-04-04
