Twitter jako narzędzie komunikacyjne Donalda Trumpa podczas kampanii 2016 roku
Twitter As a Communication Tool Used by Donald Trump During the 2016 Presidential Campaign

Summary/Abstract: RESEARCH OBJECTIVE: The research objective is to identify the potential role Twitter may have played during the 2016 U.S. presidential campaign and to identify the characteristics of Twitter that made it a convenient communication tool for Donald Trump. THE RESEARCH PROBLEM AND METHODS: The research problem is to identify the role and characteristics of Twitter as a communication platform used by Donald Trump during the 2016 election. The argument conducted is based on the quantitative and qualitative analysis of the use of Twitter as a communication channel during the 2016 campaign. THE PROCESS OF ARGUMENTATION: The paper concerns the use of Twitter as a communication tool in the 2016 presidential campaign by Donald Trump. The analysis conducted is based on the interpretation of data and facts related to the use of the medium. RESEARCH RESULTS: Twitter became an important and convenient communication tool through which Donald Trump was able to control the context of the campaign. This was possible because Twitter is a platform that perfectly fitted both the concept of Donald Trump’s campaign and his communication style. The impact of Twitter was also possible due to the existence of a hybrid media system, of which Twitter was a central part. CONCLUSIONS, INNOVATIONS, AND RECOMMENDATIONS: The role of social media, including Twitter, in political campaigns is increasingly significant. It should be emphasized, however, that it depends on many factors and the context of the electoral competition. The fact that Twitter became an important element of Donald Trump’s successful campaign does not mean that other politicians can or will use it just as effectively. It would therefore be reasonable to conduct a comparative analysis of the use of this medium in different political realities. Such a study would allow to draw conclusions concerning universal factors influencing the effectiveness of this platform.

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