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What Does Presidential Mean to You?
Trump vs MalemaA look at two presidential hopefuls from very different
backgrounds, and opposite ends of the spectrum.
By Adhil Patel & Parry Bedi
Donald Trump
Presidential Candidates…?
Julius Malema
Despite many predictions to the contrary…
Are their messages (ads) resonating
with voters?
Of particular interest to us…(and you)
What does social media tell us?
What about the imagery they and
their supporters are using? Is there a hidden meaning?
28
Novelty
42
Affective
39
Relevance
Ad 4:
Love trumps hate(Sanders)
Ad 1:
Build a wall(Trump)
27
Novelty
29
Affective
28
Relevance
Norm
Top 25%
12
Novelty
27
Affective
21
Relevance
Ad 2:
Great Again(Trump)
Ad 3:
America(Sanders)
13
Novelty
24
Affective
27
Relevance
Ad 5:
Working for you(Clinton)
10
Novelty
26
Affective
20
Relevance
Message Testing Candidate Adverts
Any ideas whose supporter submitted this?
How about this one?
N=624,539 tweets from 221,760 accounts (nodes)Dates of tweet collection: 12-10-2015 to 25-01-2016
Leaning awayLeaning towards
The conversations tend to be highly polarized
Clinton:
Trump:
Posts on Facebook
100
66
Likeson Facebook
100
401
Shareson Facebook
100
314
Commentson Facebook
100
329
0.2
1.5
Cross-postingon Facebook
1
1
And engagement differs depending on the allegiance
Ad 1: Build a wall (Trump) Ad 5: Working for you (Clinton)
Q: What, if anything, would make this ad more relevant to you?
Do the messages really resonate?How could they have been made more relevant?
Drivers of relevance
More Cerebral, Not Emotional (Clinton)
True to Form, Trump has something for everyone
N=3,131,823 tweets from 890,589 accounts (nodes)Dates of tweet collection: 12-10-2015 to 25-01-2016
Trump & the Republicans
Right-wing UK (UKIP)
Global news & stats
Democrats
Global Immigration Conversation Map
Conversations have no borders anymoreSocial means discussions are no longer contained
1990
70%!
A Recent History of South Africa…
De Klerk Mandela Mbeki Motlanthe Zuma
And One Party has put a loudhailer to the every man…
#Everything Must Fall…
But they’re actually very similar
Bl**dy Agent You’re fired
They’re from completely different backgrounds, and leanings…
Source: Twitter profiles (last 3,000 tweets)
Comparing their communications…
http://nymag.com/daily/intelligencer/2016/04/america-tyranny-donald-trump.html#
The Call to Action Bears Some Resemblance
We Live in Interesting Times…
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