KOMUNIKACIJSKI STIL PREDSJEDNIČKOG KANDIDATA DONALDA TRUMPA NA TWITTERU TIJEKOM 2015. I 2016. GODINE

professional thesis

• Title (english): COMMUNICATION STYLE OF PRESIDENTIAL CANDIDATE DONALD TRUMP ON TWITTER DURING 2015 AND 2016
• Author: Žana Medved
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Dražen Lalić (član povjerenstva)
• Committee member: Marijana Grbeša Zenzerović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-04-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

U pokušaju rasvjetljivanja fenomena društvene mreže Twitter kao alata za pridobivanje glasova i osvajanja vlasti, u ovome radu istraživan je Trumpov komunikacijski stil na Twitteru te kakvi su populistički obrasci političke komunikacije na društvenim mrežama. Također, doprinos rada se ogleda i u analizi naizgled raspršenih i kaotičnih populističkih predizbornih poruka putem društvenih mreža iza kojih se skrivaju različiti strateški ciljevi.
Kontroverzni američki poduzetnik i milijarder, zaokupio je pažnju američke i svjetske javnosti, medija i stručnjaka od samog početka do kraja načinom na koji je nesmanjenom energijom promovirao sebe. Razbio je sva pravila po kojima su se igrale dotadašnje predsjedničke kampanje suvereno primijenivši populistički stil. U ovoj kampanji došli su do izražaja nepovjerenje građana u mainstream medije koji svojim cenzuriranim pristupom i tehnikom uokvirivanja (frameinga) utječu na javno mnijenje i oblikuju ga kao i pad kredibiliteta novinara. Trump je uspio u fragmentaciji javne sfere te je na svom primjeru pokazao kako zaobići tradicionalne medije, direktno komunicirati sa svojom publikom te ih mobilizirati na glasačka mjesta. Pojava novih digitalnih platformi dovodi do promjene konzumacije političkog sadržaja i predstavlja odmak od tradicionalnih medija.
U radu su analizirani komunikacija, poruke i najčešći pojmovi koje je Trump koristio u istraživanim razdobljima, a također je potvrđeno da u svojoj komunikaciji rabi populistički stil, a sve kroz kvantitativnu analizu sadržaja tvitova i retvitova. Utvrđeno je da je u prvom razdoblju najčešći broj tvitova i retvitova bio sadržajno usmjeren na samopromociju, dok se u drugom razdoblju dominantno usmjerio na protukandidatkinju Hillary Clinton.
Njegova je kampanja izvrstan primjer kako se zakoni iz online marketinga mogu primijeniti i na politiku. Prihvaćanje novih medija dešavalo se toliko brzo da ne postoje razvijena pravila, norme ili standardi kako se preko njih vode političke kampanje.
Predsjednička kampanja Donalda Trumpa vođena na Twitteru nije imala programske političke poruke. Međutim, upotreba Twittera koji može brzo doprijeti do velikog broja ljudi sa sadržajem koji je kreiran da izazove emocionalnu reakciju pokazala je da se uspješne političke kampanje mogu i drugačije voditi.

Abstract (english)

In an attempt to shed light on the phenomenon of the social network Twitter as a tool for gaining votes and gaining power, this work explores Trump's communication style on Twitter and what are the populist patterns of political communication on social networks. Also, the contribution of the work is reflected in the analysis of seemingly scattered and chaotic populist pre-election messages through social networks behind which various strategic goals are hidden.
A controversial American entrepreneur and billionaire, he captured the attention of the American and world public, media and experts from the very beginning to the end in the way he promoted himself with undiminished energy. He broke all the rules according to which the previous presidential campaigns were played, sovereignly applying the populist style. In this campaign, the distrust of citizens in the mainstream media came to the fore, which with their censored approach and framing technique influences and shapes public opinion as well as the decline in the credibility of journalists. Trump has succeeded in fragmenting the public sphere and has shown by his example how to bypass traditional media, communicate directly with his audience and mobilize them to the polls. The emergence of new digital platforms is leading to a change in the consumption of political content and represents a departure from traditional media.
The work analyzes communication, messages and the most common terms used by Trump in the research periods, and also confirms that he uses a populist style in his communication, all through a quantitative analysis of the content of tweets and retweets. It was found that in the first period the most frequent number of tweets and retweets was content-oriented to self-promotion, while in the second period it was predominantly focused on the opponent Hillary Clinton.
His campaign is a great example of how online marketing laws can be applied to politics as well. The acceptance of new media happened so fast that there are no developed rules, norms or standards for how political campaigns are conducted through them.
Donald Trump’s presidential campaign run on Twitter had no programmatic political messages. However, the use of Twitter, which can quickly reach a large number of people with content created to provoke an emotional reaction, has shown that successful political campaigns can be run differently.

• Keywords: društvene mreže; twitter; predsjednička kampanja; politička komunikacija; populizam
• Keywords (english): social networks; twitter; presidential campaign; political communication; populism
• Language: croatian
• URN:NBN: urn:nbn:hr:114:894320
• Study programme: Title: Public Relations; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću (sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2022-02-10 15:41:57