Does Truth Even Matter? The Analysis of Impact of American Partisanship and Misinformation in Donald Trump’s Social Media during the Presidential Campaign of 2020 on the Elections` Outcomes.

Bc. Nelli Zhakhian

Master's thesis

Abstract:

No abstract can be provided in Czech as the attached thesis is fully In English language and the author is not capable of translating the abstract into Czech.

Abstract:

This paper examines the connection between the partisanship level among the US population and the political campaign strategies. Specifically, it analyses the misinformation spread in the social media by the Republican candidate Donald Trump during his reelection campaign of 2020, and how it affected the perception of the candidate, and the results of the elections. The work starts with the acknowledgement of the interconnections between the processes of commercial marketing and political campaigns. The research proceeds with the analysis of the connection between the various types of media and politics, and the development of this relationship with the course of time. In addition, the campaigns of both candidates of the presidential elections of 2020 are examined and compared to each other in order to determine the key differences in tactics and truthfulness of the content. The outcome of the research is based on the critical analysis of the campaigns, the exit polls and approval rates of the candidates, combined with the indications of statistical evidence of the partisanship level in the US.

Keywords

US politics, Partisanship, Social Media, Political Campaign, Donald Trump, Misinformation, Political Polarization.

Language used: English

Date on which the thesis was submitted / produced: 20. 4. 2021

Thesis defence

• Date of defence: 16. 6. 2021
• Supervisor: doc. Giuseppe Maiello, Ph.D.
• Reader: Ing. Martin Švehla

University of Finance and Administration

Master programme / field:
Marketing Communication / Marketing Communication