A New Era of Personalized Politics: The 2016 Twitter Campaign

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Abstract/Contents

Abstract: This study looked at personalization during the 2016 presidential election. The ubiquity of social media and the unique features of Twitter enable new forms of personalization to emerge during political campaigns. This research added to the growing body of literature in political communication by taking a multifaceted approach to personalized politics in assessing content, interactivity, and language. The findings in this study confirmed trends from previous research in that politicians are posting more content relating to traditional campaign strategies (agenda setting, mobilization, and criticism) rather than revealing personal information about themselves. However, findings also suggest that personalized communicative practices are indeed emerging on Twitter through use of interactive features and language. This multifaceted analysis allows one to draw inferences to how personalization takes form, to give insights on how political campaigning will continue to evolve on Twitter, and to discuss its implications on the democratic process.

Type of resource	text
Date created	June 2018

Author	Schram, Connor
Advisor	Christin, Angèle
Degree granting institution	Stanford University, Department of Communication

Subject	Personalized
Subject	politics
Subject	presidential elections
Subject	twitter
Subject	social media
Subject	Stanford Department of Communication
Subject	Media studies
Subject	Elections United States
Genre	Thesis

Location	https://purl.stanford.edu/jj177fm3281

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License: This work is licensed under a Creative Commons Attribution Non Commercial No Derivatives 3.0 Unported license (CC BY-NC-ND).

Preferred Citation: Schram, Connor. (2018). A New Era of Personalized Politics: The 2016 Twitter Campaign. Stanford Digital Repository. Available at: https://purl.stanford.edu/jj177fm3281

Masters Theses in Media Studies, Department of Communication, Stanford University

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