Resumen

LINARES RODRIGUEZ, Virginia  y  ABEJON MENDOZA, Paloma. DE LA MARCA OBAMA 2.O AL ANTAGONISMO DIGITAL DE DONALD TRUMP. Investig. desarro. [online]. 2021, vol.29, n.1, pp.99-132.  Epub 06-Nov-2021. ISSN 0121-3261.  https://doi.org/10.14482/indes.29.1.658.8.

Donald trump, the 45 th president of United States, broke into American society with an irreverent speech by using social media in a very antagonist way, being this exactly the opposite of the Obama brand. In order to determinate this aspect, we have prepared a comparison between the first political campaign (2016) and the presidential pre-election (2020) of Donald J Trump, making a content analysis (data collection and an assessment of the results) of both Twitter and Instagram. This analysis is based on three relevants characteristics: rhetoric, political communication, and new technologies. From this analysis we have concluded an asymmetric use of social media with an inappropriate political speech and a very poor use of extralinguistic resources. However, these elements make him a significant political leader.

Palabras clave : Political communications; Donald Trump; social network; Twitter; Instagram.

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