Unpredictably Trump?
| Autor: | Marc Esteve Del Valle, Anatoliy Gruzd, Philip Mai, Alicia Wanless-Berk |
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| Přispěvatelé: | Research Centre for Media and Journalism Studies |
| Rok vydání: | 2018 |
| Předmět: | |
| Zdroj: | SMSociety University of Groningen Proceedings of the 9th International Conference on Social Media and Society, 64-70 STARTPAGE=64;ENDPAGE=70;TITLE=Proceedings of the 9th International Conference on Social Media and Society |
| DOI: | 10.1145/3217804.3217898 |
| Popis: | This study aims to identify the factors that might cause a Facebook post to be 'liked' by Facebook users. We analyze all the Facebook posts made by Donald Trump's campaign during the U.S. 2016 primary election. Several possible variables were considered, such as the types of Facebook posts, the use of pronouns and emotions, the inclusion of slogans and hashtags, references made to opponents, as well as candidate mentions on national television. The results of the Ordinary Least Squared (OLS) regression show that the use of highly charged (positive and negative) emotions and personalized posts (first-person singular pronouns) increase likes on the candidate's Facebook page. Visual posts (videos and photos) and the use of past tenses do not have a significant effect on post likes. Television mentions decrease the number of likes. The study offers empirical findings contributing to the growing literature on digitally networked participation [33] and support the development of the emerging notion of the new 'hybrid media' system [7] for political communication. It also raises questions as to the relevance of platforms such as Facebook to the democratic process since Facebook users are not necessarily engaging with the content in an organic, democratic way; but instead might be guided to specific content by the Facebook timeline algorithm. |
| Databáze: | OpenAIRE |
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