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ONLINE CAMPAIGNING IN THE 2016 USA ELECTIONS - A COMPARATIVE APPROACH

Andra-Ioana Androniciuc
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Andra-Ioana Androniciuc: Alexandru Ioan Cuza University of Iasi, Romania

SEA - Practical Application of Science, 2017, issue 13, 29-34

Abstract: Nowadays, we are witnessing an unprecedented large number of voters who take their daily information from social media. As a result, having a strong online campaign has become a requirement. The United States of America provide a valuable example of how social media have become increasingly more involved in the communication between politicians and voters. That is why this paper aims at bringing evidence from 2016 presidential race, by analyzing the online communication campaigns of finalists Donald Trump and Hillary Clinton. Our findings show that even if both candidates’ campaigns successfully engage with the voters, Donald Trump is taking better advantage of social media’s features: embracing immediacy (right now), transparency (unvarnished expression) and risk (rather than caution).

Keywords: Social media; Online campaign; USA elections; Donald Tump; Hillary Clinton (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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