The Use of the New Media in the Presidential Electoral Campaigns in the USA, 2012-2016

Student: Korchak Daria

Educational Programme: Media Management (Master)

Year of Graduation: 2016

The present study investigates the communication of three leading presidential candidates in the USA in 2016 (Hillary Clinton, Donald Trump, Bernie Sanders) on the social networking site Facebook. The purpose of the study is to identify and evaluate communication tools used by the candidates in terms of their ability to involve the audience in all kinds of interactive engagement. In the study we conducted a content analysis of the publications of the above-mentioned candidates for the period of 4 weeks and were able to compare our findings with the results of a similar study, which was dedicated to the Barack Obama campaign on Facebook in 2012.

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