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A New Era of Personalized Politics: The 2016 Twitter Campaign

This study looked at personalization during the 2016 presidential election. The ubiquity of social media and the unique features of Twitter enable new forms of personalization to emerge during political campaigns. This research added to the growing body of literature in political communication by taking a multifaceted approach to personalized politics in assessing content, interactivity, and language. The findings in this study confirmed trends from previous research in that politicians are posting more content relating to traditional campaign strategies (agenda setting, mobilization, and criticism) rather than revealing personal information about themselves. However, findings also suggest that personalized communicative practices are indeed emerging on Twitter through use of interactive features and language. This multifaceted analysis allows one to draw inferences to how personalization takes form, to give insights on how political campaigning will continue to evolve on Twitter, and to discuss its implications on the democratic process.