Political Communication and Social Media: An analysis of Donald Trump and his social media campaign for president of the United States of America.

Joseph Donnell Benjamin

Student thesis: Master thesis


The aim of this Master thesis is to discuss the United States presidential nominee Donald Trump’s social media strategy during the 2015-2016 election year, by examining and analyzing the theoretical perspective and methods of Trump’s use of his social media platforms. This study engages with those people who search for Donald Trump’s messaging on a digital spectrum. In order to examine the research question, empirical data was extracted from the vastness of social media. The qualitative research was conducted from the phenomenon of Donald Trump’s effective social media communication during his political campaign. With the collected data, the communication theoretical framework is analyzed, with the perspective of selected exposures, narratives, counter-narratives, downward communication, and Russian method of Fire Hosing.

EducationsGlobal Studies, (Bachelor/Graduate Programme) Graduate
Publication date4 Mar 2019
Number of pages80
SupervisorsBjørn Thomassen & Trine Østergaard Wulf-Andersen