The role of internet-communication in the 2016 us election campaign

Abdyrakhmanov Edilbek (2023) The role of internet-communication in the 2016 us election campaign. Külkereskedelmi Kar.

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Absztrakt (kivonat)

The topic of the thesis work: “The role of Internet-communication in the 2016 US Election campaign. The work consists of an introduction, three chapters, a conclusion, a list of sources and references used. The purpose of the presented thesis is to identify the role of Internet-communications during the presidential campaign of 2016. The object of the study is the 2016 presidential election in the United States. The subject is Internet-communications strategies of candidates in 2016 election campaign. Objective of this study is to analyze the components of the hybrid media system across pre-modern, modern and post-modern eras and during the 2016 election campaign; analyze the accent of candidates on certain media types; consider the effect of candidates’ frame building on components of the hybrid media system and to reveal the media’s responsiveness to different populistic styles of D. Trump and B. Sanders. The first chapter reveals the evolution of media communications and its current state, analyzes the current components of the hybrid media system and defines the basic concepts of the political marketing and its tools. It also gives us an understanding of political marketing and its tools. The second chapter is devoted to a comparative analysis of Donald Trump's and Hillary Clinton’s expenditure patterns and their focus on certain platforms for advertising. The third chapter focuses on the role of frame-building in increasing audience engagement and thus news coverage. This is also supported by analysis of the US hybrid media landscape. The main findings of the study are: D. Trump’s accent on online advertising tools paid off more than H. Clinton’s focus on television ads; in the hybrid media system negative conflict and morality based tweets increased the amount of audience engagement in terms of retweeting, which has a strong correlation with news coverage; D. Trump’s normative-breaking and outrageous communication style helped his populistic messages receive more media coverage than Bernie Sanders’ populistic messages.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Kommunikáció Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Amerikai Egyesült Államok, communication, election, internet, kommunikáció, média, political systems, politikai rendszer, usa, választás
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Ápr. 20. 14:05
Utolsó módosítás:	2023. Ápr. 20. 14:05

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