| dc.description.abstract | This research analyzes social media Twitter as a candidate campaign
tool in the 2020 United States presidential election. Social media accounts studied
include Republican candidate Donald Trump and Democratic candidate Joe Biden.
The campaign issues seen in this research are political issues and racial issues.
Twitter is one of the most used social media platforms. The number of Twitter users
in the United States reaches 68.7 million and is the most significant number of
users worldwide. This illustrates Twitter’s strategic role in shaping a new commu nication model for disseminating information in the United States. This study uses
the Qualitative Data Software Analysis (QDSA) method with the NVIVO tool.
Nvivo is an analytical tool that reads text and content on Twitter accounts (Kaefer
et al., 2015). This study shows that Twitter as a campaign tool has a character that is
influenced by the type of content and intensity generated from the account of each
candidate. On Donald Trump’s account, we find political issues that characterize
Twitter activity, such as the hashtags #MAGA, #VOTE, #SCOTUS, and #Obam agate. Race problems were not found. Joe Biden’s account found several tweets
related to political issues tagged with multiple hashtags, namely #DemConvention,
#DemDebate, and #BidenTownHall. Some hashtags can be categorized in case of
race, such as #NationalBlackVoterDay, # WomenEqualityDay, and #BlackHisto ryMonth. Apart from that, the themes and sentiments that the account generates
are also discussed. | en_US |
