Corporate Language in Online Campaigning. Candidate Trump's Tweets in the 2016 Presidential Election Campaign

Amelie Kersten

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Social Media has brought profound changes to the way people communicate with one another. The 2016 U.S. American presidential elec...

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Social Media has brought profound changes to the way people communicate with one another. The 2016 U.S. American presidential elections have demonstrated its deep impact on political participation. But still, only a small segment of research has focused on the actual content of tweets during election campaigns. This is why Amelie Kersten explores Donald Trump's preferred linguistic style within his presidential campaign. Did Trump use a simple marketing instrument called Corporate Language? Have all his tweets been written by himself? By using a particular style in his tweets the former business man convinced voters to become his followers - not only in the digital world. Kersten shows that there are various linguistic patterns which point to a systematic use. In fact, the verbalization of Trump's tweets can be generated through means such as reverse engineering. In this book: - Political Presidential Campaigning; - Corporate Identity; - Hillary Clinton; - Twitter; - Social Networks