Siyasi Propaganda Aracı Olarak Twitter (X); 2020 ABD Başkanlık Seçimlerinin Karşılaştırmalı Analizi

Abstract

Bu çalışma, 2020 Amerika Birleşik Devletleri başkanlık seçimleri sırasında Twitter’ın (günümüzde X olarak bilinen) siyasi propaganda aracı olarak oynadığı rolü incelemekte ve özellikle Donald Trump ile Joe Biden’ın iletişim stratejilerine odaklanmaktadır. Kasım ve Aralık 2020 tarihleri arasında her iki adaya ait toplam 400 tweet’in (her adaydan 200) karşılaştırmalı içerik analizi yoluyla değerlendirildiği bu araştırma, platformun söylemleri nasıl şekillendirdiğini, kamuoyunu nasıl etkilediğini ve seçmenleri nasıl harekete geçirdiğini araştırmaktadır. Nicel etkileşim ölçütleri ile nitel tematik analiz yöntemlerinin bir arada kullanılması sayesinde, adayların Twitter üzerinden benimsediği temel retorik kalıplar ve kampanya stratejileri ortaya konmuştur. Elde edilen bulgular, Biden’ın tweet’lerinde birlik, demokratik değerler ve politika önerileri gibi temaların öne çıktığını; Trump’ın paylaşımlarının ise daha çatışmacı bir nitelik taşıdığını ve sıklıkla seçim güvenliği ile kişisel saldırılar üzerinde yoğunlaştığını göstermektedir. Ayrıca çalışma, görünürlük ve etkileşimi artırmada hashtag kullanımının, zamanlamanın ve duygusal söylemlerin önemine dikkat çekmektedir. Sonuçlar, Twitter’ın hem bir iletişim aracı hem de bir propaganda aracı olarak çift yönlü işlev gördüğünü; hem birleştirici hem de ayrıştırıcı mesajları yayma kapasitesine sahip olduğunu ortaya koymaktadır. Araştırma, gerçek zamanlı etkileşimler ve stratejik mesajlaşma yoluyla Twitter’ın seçim sürecindeki siyasi söylemi nasıl şekillendirdiğini vurgulamakta; sosyal medyanın modern seçim siyasetindeki artan önemine dikkat çekmekte ve bu platformların demokratik süreçler içinde daha etik ve düzenlenmiş bir çerçevede kullanılmasını önermektedir.

Keywords

• Politik İletişim
• Twitter (X)
• Propaganda
• US 2020 Başkanlık Seçimi
• Sosyal Medya Yönetimi.

Ethical Statement

Bu makale, Lefke Avrupa Üniversitesi İletişim Bilimleri Anabilim Dalı tezli yüksek lisans programında tamamlanmış aynı isimli tezden türetilmiştir.

Twitter (X) as a Political Propaganda Tool; A Comparative Analysis of the 2020 U.S. Presidential Election

Abstract

This study examines the role of Twitter (now known as X) as a political propaganda tool during the 2020 United States presidential election, specifically focusing on the communication strategies of Donald Trump and Joe Biden. Through a comparative content analysis of 400 tweets—200 from each candidate—posted between November and December 2020, the research investigates how the platform was used to shape narratives, influence public opinion, and mobilize voters. By utilizing both quantitative engagement metrics and qualitative thematic analysis, the study identifies key rhetorical patterns and campaign strategies employed on Twitter. The findings reveal that Biden’s tweets emphasized themes of unity, democratic values, and policy proposals, while Trump’s posts were more confrontational, often focusing on election integrity and personal attacks. Additionally, the study highlights the importance of hashtag usage, timing, and emotional appeal in increasing visibility and engagement on the platform. The results demonstrate Twitter’s dual function as both a communication medium and a propaganda vehicle, capable of amplifying both cohesive and divisive messaging. Furthermore, the research underscores Twitter’s influence on voter behavior, illustrating how real-time interactions and strategic messaging contributed to shaping political discourse during the election. Ultimately, the study emphasizes the evolving significance of social media in modern electoral politics and advocates for a more ethical and regulated approach to its use within democratic processes.

Keywords

• Political Communication
• Twitter (X)
• Propaganda
• US 2020 Presidential Election
• Social Media Management.

Ethical Statement

This article is derived from a thesis of the same name completed in the thesis-based master's program of the Department of Communication Sciences at Lefke European University.

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