The purpose of this research is to provide insight into the approaches of social media use in a political environment and the impact of different tones in a presidential campaign. Using the Twitter correspondence between the Republican and Democratic nominees, a content analysis was used to discover positive and negative tones and themes during the 2016 presidential election. Analysis includes tweets from primary elections to election day. This research adds to the foundation of previous studies focused on gaining insight into the growing impact of social media in political communications.

1. Tone in Presidential Candidate
Correspondence via Twitter

2. Evolution of
Political
Communications
Questions &
Methods
Results
Future Steps
1
2
3
4
The purpose of this research is to provide insight into the approaches of
social media use in a political environment and the impact of different
tones in a presidential campaign. This study adds to the foundation of
previous studies focused on gaining insight into the growing impact of
social media in political communications.
Purpose & Objectives

3. Pre-modern
- Party dominated
- Utilized newspapers,
partisan press, posters,
radio, mass rallies
- Campaign was short-
term
Modern
- Television-centered
- Nationwide television
ads, magazine ads,
mass direct mailings
- Longer-term campaign
Most-modern
Social Media is now
essential to the
success of a political
campaign
Evolution of Political Communication
1 2 43
Post-modern
- Multiple media channels
- Targeted advertisements,
email campaigns, tele-
marketing, web-based
ads
- Permanent campaign
Source: Norris, P. (2000). A virtuous circle: Political communications in
postindustrial societies. Cambridge University Press.

4. HILLARY CLINTON
VS
What was the tone and theme of each candidates
correspondence?
How did they compare/contrast?
Research Questions
DONALD TRUMP

5. -------------
-------------
-------------
-------------
Excel Workbook
1
2
4
5
3
-------------
Tweets = 653
@HillaryClinton = 381
@realDonaldTrump = 272
Date
June 14th 2016 – November 9th 2016
Candidate
Hillary Clinton vs. Donald Trump
Tone
Negative, Neutral & Positive
Theme
Character & Qualifications
Method: Workbook

6.  Content leaves the reader
less likely to support the
other presidential
candidate.
 Content includes
complaints, expresses
disagreement and uses
words of rejection.
 Criticism is deconstructive
(i.e. sarcasm).
 Content is impartial and
contains no sentiment at all.
 Reports the facts without
any additional commentary.
 Typically, in the form of a
statement of affirmation or a
question.
 Content as a whole leaves
the reader more likely to
support the other
presidential candidate.
 Content contains words of
affirmation or agreement
with other candidate
 Content is constructive.
1 2 3
Negative Neutral Positive
CBA
Methods: Tone
Source: Eisenmann, M., Geddes, D., Paine, K., Pestana, R., Walton, F., & Weiner, M. (2012). Proposed interim
standards for metrics in traditional media analysis. Chandler Chicco Companies for the IPR, 7.

7.  Content is related to the
attributes, morals and
traits of a candidate.
 Content is related to the
candidate’s eligibility and
suitability to serve as
president.
 Content did not fit into any
of the defined themes.
1 2 0
Character Qualifications Other
CBA
Methods: Theme
Source: Oxford University Press. (2002). The Oxford American College
Dictionary. New York: G.P. Putnam's Sons.

8. HILLARY R. CLINTON
• Examined 381 tweets
• Chi-Square test showed a
significant effect.
• Effect Size: MEDIUM
Results: HRC
Chi- Square
Test Value df
Asymptotic
Significance (2-
sided
Pearson
Chi-Square
77.641b 2 .000
Symmetric
Measures
Value Approximate
Significance
Cramer’s V .451 .000Character Qualifications Other
52.9%
41.9%
5.2%
29.2%
23.5%
47.3%
Negative Neutral/Positive

9. • Examined 272 tweets
• Chi Square test showed a
significant effect.
• Effect Size: Large
DONALD J. TRUMP
Results: DJT
Character Qualifications Other
71.1%
25.7%
3.2%
59.6%
27.6%
12.9%
Negative Neutral/Positive
Chi- Square
Test Value df
Asymptotic
Significance (2-
sided
Pearson
Chi-Square
105.554b 2 .000
Symmetric
Measures
Value Approximate
Significance
Cramer’s V .623 .000

10. HILLARY R. CLINTON
Results
MOST
TWEETS
Hillary R. Clinton Donald J. Trump
381
272
TWEET COUNT

11. DONALD J. TRUMP
Results
MOST
NEGATIVE
Hillary R. Clinton Donald J. Trump
41.6%
58.4%
TONE: NEGATIVE

12. HILLARY R. CLINTON
Results
QUALIFICATIONS
Hillary R. Clinton Donald J. Trump
61.1%
38.9%
THEME: QUALIFICATIONS

13. DONALD J. TRUMP
Results
CHARACTER
Hillary R. Clinton Donald J. Trump
47.7%
52.3%
THEME: CHARACTER

14. MOST
TWEETS
Hillary R. Clinton Donald J. Trump
MOST
NEGATIVE
CHARACTER
Results: Compare/Contrast
QUALIFICATIONS

15. Future Steps
WHY IS THIS RESEARCH IMPORTANT?
Most current studies focus on how voters perceive candidates and how
the media portrays each candidate as the base for gaining an
understanding of the changes in political communications. Very few, if
any, focus on tone and theme coming from the candidate themselves.
Future steps include:
• Expanding the parameters for tweet criteria
• Adding more candidates
• Adding sub-themes
• Different content analysis approach (i.e. latent analysis)

16.  Ammann SL (2010) A political campaign message in 140 characters or less: the use of Twitter by U.S. Senate Candidates
in 2010. http://ssrn.com/abstract=1725477
 Butler, Patrick and Neil Collins. (1999). A conceptual framework for political marketing. In B. I. Newman (Ed.), Handbook of
political marketing. 55- 72. Thousand Oaks, California: Sage.
 Eisenmann, M., Geddes, D., Paine, K., Pestana, R., Walton, F., & Weiner, M. (2012). Proposed interim standards for
metrics in traditional media analysis. Chandler Chicco Companies for the IPR, 7.
 Norris, P. (2000). A virtuous circle: Political communications in postindustrial societies. Cambridge University Press.
 Oxford University Press. (2002). The Oxford American College Dictionary. New York: G.P. Putnam's Sons.
 Strömbäck, J., & Kiousis, S. (2014). Strategic political communication in election campaigns. Political communication,
18, 109.
 Zhang W, Johnson TJ, Seltzer T, Bichard S (2010) The revolution will be networked: the influence of social networking
sites on political attitudes and behavior. Soc Sci Comput Rev 28:75–92
Suggested Literature
o Newman, Bruce I. (1994). The Marketing of the President: Political Marketing as Campaign Strategy. Thousand Oaks,
California: Sage Publications.
o Dean, D., & Croft, R. (2009). Reason and choice: A conceptual study of consumer decision making and electoral
behavior. Journal of Political Marketing, 8(2), 130-146.
o Williams C, Gulati G (2007) Social networks in political campaigns: Facebook and the 2006 midterm elections. Annual
Meeting of the American Political Science Association
Resources

17. Eva Coleman-Owusu
owusue2@winthrop.edu
www.evaowusu.myportfolio.com
ACKNOWLEDGMENTS
QUESTIONS?
CONTACT
• Winthrop University Ronald E. McNair
Program
• Dr. Sabrina Habib
• Dr. Cheryl Fortner-Wood
• Dr. Matthew Hayes
• LaRaven Temoney
• Aldea & Lydia Coleman
Thank you for all of your support!