Political influencers. A study of Donald Trump’s personal brand on Twitter and its impact on the media and users
The personality of a political candidate, above and beyond governments and parties, is understood increasingly more as a brand image. The new political influencers are making a clean sweep of social networks and it is the media that reproduce an information model that, far from being grounded in tra...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Universidad de Navarra
2019-03-01
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| Series: | Communication & Society (Formerly Comunicación y Sociedad) |
| Subjects: | |
| Online Access: | https://www.unav.edu/publicaciones/revistas/index.php/communication-and-society/article/view/37815 |
| _version_ | 1818509366187261952 |
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| author | Concha Pérez-Curiel Pilar Limón-Naharro |
| author_facet | Concha Pérez-Curiel Pilar Limón-Naharro |
| author_sort | Concha Pérez-Curiel |
| collection | DOAJ |
| description | The personality of a political candidate, above and beyond governments and parties, is understood increasingly more as a brand image. The new political influencers are making a clean sweep of social networks and it is the media that reproduce an information model that, far from being grounded in transparency and quality, promotes a post-truth discourse, halfway between provocation and spectacle. This initial hypothesis focuses on Donald Trump’s profile, first as a presidential candidate and later on as US President. In parallel, Twitter users have swiftly succumbed to the leader’s appeal. Thus, this paper studies the impact of Trump’s tweets on the US reference press during the first 100 days of his presidency. More specifically, it analyses the correspondences between the tweets posted on his personal Twitter account (@realDonaldTrump, with more than 45 million followers) and the front page news in USA Today, The Boston Globe, The Wall Street Journal and The New York Times. Regarding public response, digital prosumer metrics (“likes,” retweets and comments) have been quantified in order to verify the degree of influence exerted by Trump on public opinion. The method employed here includes a quantitative and qualitative content analysis based on three categories: the politician’s tweets, front page news and online user metrics. The results confirm Trump’s empowerment on Twitter as both a main source of news and a political influencer as regards the media and the citizenry. |
| first_indexed | 2024-12-10T22:44:34Z |
| format | Article |
| id | doaj.art-b5520574ab274c64af43fb3d369fc0d6 |
| institution | Directory Open Access Journal |
| issn | 2386-7876 |
| language | English |
| last_indexed | 2024-12-10T22:44:34Z |
| publishDate | 2019-03-01 |
| publisher | Universidad de Navarra |
| record_format | Article |
| series | Communication & Society (Formerly Comunicación y Sociedad) |
| spelling | doaj.art-b5520574ab274c64af43fb3d369fc0d62022-12-22T01:30:37ZengUniversidad de NavarraCommunication & Society (Formerly Comunicación y Sociedad)2386-78762019-03-01321577533449Political influencers. A study of Donald Trump’s personal brand on Twitter and its impact on the media and usersConcha Pérez-CurielPilar Limón-NaharroThe personality of a political candidate, above and beyond governments and parties, is understood increasingly more as a brand image. The new political influencers are making a clean sweep of social networks and it is the media that reproduce an information model that, far from being grounded in transparency and quality, promotes a post-truth discourse, halfway between provocation and spectacle. This initial hypothesis focuses on Donald Trump’s profile, first as a presidential candidate and later on as US President. In parallel, Twitter users have swiftly succumbed to the leader’s appeal. Thus, this paper studies the impact of Trump’s tweets on the US reference press during the first 100 days of his presidency. More specifically, it analyses the correspondences between the tweets posted on his personal Twitter account (@realDonaldTrump, with more than 45 million followers) and the front page news in USA Today, The Boston Globe, The Wall Street Journal and The New York Times. Regarding public response, digital prosumer metrics (“likes,” retweets and comments) have been quantified in order to verify the degree of influence exerted by Trump on public opinion. The method employed here includes a quantitative and qualitative content analysis based on three categories: the politician’s tweets, front page news and online user metrics. The results confirm Trump’s empowerment on Twitter as both a main source of news and a political influencer as regards the media and the citizenry.https://www.unav.edu/publicaciones/revistas/index.php/communication-and-society/article/view/37815influencerpolitical communicationtrumptwitterthe mediaagenda settingonline users. |
| spellingShingle | Concha Pérez-Curiel Pilar Limón-Naharro Political influencers. A study of Donald Trump’s personal brand on Twitter and its impact on the media and users Communication & Society (Formerly Comunicación y Sociedad) influencer political communication trump the media agenda setting online users. |
| title | Political influencers. A study of Donald Trump’s personal brand on Twitter and its impact on the media and users |
| title_full | Political influencers. A study of Donald Trump’s personal brand on Twitter and its impact on the media and users |
| title_fullStr | Political influencers. A study of Donald Trump’s personal brand on Twitter and its impact on the media and users |
| title_full_unstemmed | Political influencers. A study of Donald Trump’s personal brand on Twitter and its impact on the media and users |
| title_short | Political influencers. A study of Donald Trump’s personal brand on Twitter and its impact on the media and users |
| title_sort | political influencers a study of donald trump s personal brand on twitter and its impact on the media and users |
| topic | influencer political communication trump the media agenda setting online users. |
| url | https://www.unav.edu/publicaciones/revistas/index.php/communication-and-society/article/view/37815 |
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