Abstract
The aim of the article is to study, whether the voting behaviour of the electorate in the US can be heavily influenced by the use of social media during the political campaign. It also focuses on the celebrity endorsement, which is becoming one of the most important parts of the campaigning process in the United States. The article analyses the presidential primary campaigns of four most popular politicians who took part in the 2016 elections.
Highlights
AND THE THEORETICAL BACKGROUNDBefore its era, the Internet has mostly been used for the search of the information and access to needed data
When analysing the United States presidential primary campaign, it can be spotted that the use of social media both amongst the voters and the candidates is increasing and is becoming the most important issue, with the traditional media getting less attention
Traditional ways of canvassing, such as door-to-door campaigning and TV spots and appearances still play an important role in the political marketing process, but the voters need to interact with their candidates and are encouraging them to seek more personal contact with them
Summary
The Internet has mostly been used for the search of the information and access to needed data. In order to let the user find the similar content, cookies applications have been created, which allowed their devices to remember their choices, and to influence them by suggesting similar subject of their thoughts This led to a new way of political activism which focused on the new media and, has been recognized by the interest groups which wanted to establish relationships with the citizens. According to the description of Girish Gulati and Christine Williams, from their paper written in 2007, focusing on the use of social media in political campaigns, social networks allow the candidates to control both the created content on their website and the way the users interact with it. To explore the nature of this subject, I have analysed the political campaigns of four most important politicians, who were fighting during the primaries: Bernie Sanders and Hillary Clinton in Democratic primaries and Ted Cruz and Donald Trump in the Republican primaries
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