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Twitter as One of the Crucial Communication Tool in Donald Trump's Presidential Campaign

With 317 million active esers and counting, Twitter can easily be considered one of the leading social networks in the world. In 140 characters or less, it allows for quick and easy communication with broad and dispersive audiences. Considering its substantial social influence, it is no wonder it quicly became one of the crucial “weapons” in Donald Trump’s presidential campaign that was launched in 2015. Often scrutinized by the mainstream media, formerly known as just another celebrity and businessman, Donald Trump decided to break with tradition by using the Twitter platform to its full potential. Ditching traditional media outlets such as press releases or press conferences, Twitter allows for a more unconventional route to communicate and get the message across. Trump took to Twitter in a successful bid to put the US public at odds with the news media. And while many would beg to differ with his methods and especially communication strategy, the whole case might just be going in his favour, as he accomplished the ultimate goal – becoming the US president. Through 2016 he rocked the political stage and stirred up the usual monotony of traditional political discourse. By opting for more down to earth and simple language on Twitter, Trump directly initiated a rapport with his audiences and made mainstream media coverage almost irrelevant. Having cast a long shadow over well-established political correctness, Trump’s uncoventional communication strategy might just pave the way for future generations of political figures to come.

Twitter, social influence, Trump’s presidential campaign, political discourse, communication strategy

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