De la marca Obama 2.0 al antagonismo digital de Donald Trump
Loading...
Download
Full text at PDC
Publication date
2021
Advisors (or tutors)
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad del Norte
Citation
Linares Rodríguez, V. A., & Mendoza, P. A. (2021). De la marca Obama 2.0 al antagonismo digital de Donald Trump. Investigación &Amp; Desarrollo, 29(1), 99–132. https://doi.org/10.14482/INDES.29.1.658.8
Abstract
El 45º presidente de Estados Unidos, Donald J. Trump, irrumpió en la sociedad americana con un discurso irreverente y haciendo un uso antagónico en las redes sociales que le sitúa como el anti-paradigma de la marca Obama. Para demostrarlo, hemos realizado una comparación de la primera campaña (2016) y la precampaña a la reelección (2020) presidencial de Trump, tanto en Twitter como en Instagram, a través de un análisis cuantitativo (recogida de datos, análisis y valoración de los resultados), basado en tres ítems relevantes: retórica, comunicación política y nuevas tecnologías. De este análisis hemos concluido de forma incuestionable el uso asimétrico que hace de las redes sociales con un discurso políticamente incorrecto y con un apoyo bastante pobre de recursos extralingüísticos, pero que, sin embargo, le generan un liderazgo político muy notable
Donald trump, the 45th president of United States, broke into American society with an irreverent speech by using social media in a very antagonist way, being this exactly the opposite of the Obama brand. In order to determinate this aspect, we have prepared a comparison between the first political campaign (2016) and the presidential pre-election (2020) of Donald J Trump, making a content analysis (data collection and an assessment of the results) of both Twitter and Instagram. This analysis is based on three relevants characteristics: rhetoric, political communication, and new technologies. From this analysis we have concluded an asymmetric use of social media with an inappropriate political speech and a very poor use of extralinguistic resources. However, these elements make him a significant political leader
Donald trump, the 45th president of United States, broke into American society with an irreverent speech by using social media in a very antagonist way, being this exactly the opposite of the Obama brand. In order to determinate this aspect, we have prepared a comparison between the first political campaign (2016) and the presidential pre-election (2020) of Donald J Trump, making a content analysis (data collection and an assessment of the results) of both Twitter and Instagram. This analysis is based on three relevants characteristics: rhetoric, political communication, and new technologies. From this analysis we have concluded an asymmetric use of social media with an inappropriate political speech and a very poor use of extralinguistic resources. However, these elements make him a significant political leader