Title of Abstract

Promoting a President: Tone in Presidential Candidate Correspondence via Twitter

Submitting Student(s)

Eva Owusu, Winthrop UniversityFollow

College

College of Arts and Sciences

Department

Department of Mass Communication

Faculty Mentor

Sabrina Habib, Ph.D.

Abstract

The purpose of this research is to provide insight into the changes of integrated marketing communications in a political environment and the impact of different tones in a presidential campaign. Using the Twitter correspondence of the Republican and Democratic nominees, a content analysis was used to discover positive and negative tones and themes during the 2016 presidential election. Data were collected from the end of the primary elections to election day in November 2016. This research also builds on previous studies focused on the growing impact of social media in political communications. The findings from this study include: (1) Hillary Clinton tweeted at Donald Trump more frequently then he tweeted at her. (2) Hillary Clinton had mostly neutral twitter correspondence towards Donald Trump, who in return used a more negative tone. (3) The theme of Clinton’s tweets were in reference to the character and qualifications of Donald Trump, while the majority of Trump’s tweets toward Clinton referenced her character. (4) The majority of the candidates’ tweets that referenced each other’s character and qualifications were negative.

Recognized with an Award?

3rd Place, Social Science Oral Presentations, SAEOPP McNair/SSS Scholars Research Conference, June 2017

Previously Presented/Performed?

SAEOPP McNair/SSS Scholars Research Conference, Atlanta, Georgia, June 2017

Grant Support?

Supported by a Ronald E. McNair Post-Baccalaureate Achievement Program grant from the U.S. Department of Education

Start Date

20-4-2018 1:00 PM

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Apr 20th, 1:00 PM

Promoting a President: Tone in Presidential Candidate Correspondence via Twitter

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The purpose of this research is to provide insight into the changes of integrated marketing communications in a political environment and the impact of different tones in a presidential campaign. Using the Twitter correspondence of the Republican and Democratic nominees, a content analysis was used to discover positive and negative tones and themes during the 2016 presidential election. Data were collected from the end of the primary elections to election day in November 2016. This research also builds on previous studies focused on the growing impact of social media in political communications. The findings from this study include: (1) Hillary Clinton tweeted at Donald Trump more frequently then he tweeted at her. (2) Hillary Clinton had mostly neutral twitter correspondence towards Donald Trump, who in return used a more negative tone. (3) The theme of Clinton’s tweets were in reference to the character and qualifications of Donald Trump, while the majority of Trump’s tweets toward Clinton referenced her character. (4) The majority of the candidates’ tweets that referenced each other’s character and qualifications were negative.