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The Impact of the Internet 2.0 on the Voting Behaviour in the United States of America – the Analysis of the 2016 Presidential Primaries

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Tomaszewski N.

Annales Universitatis Mariae Curie-Skłodowska, sectio K – Politologia

2017

vol. 24

issue 1

The aim of the article is to study, whether the voting behaviour of the electorate in the US can be heavily influenced by the use of social media during the political campaign. It also focuses on the celebrity endorsement, which is becoming one of the most important parts of the campaigning process in the United States. The article analyses the presidential primary campaigns of four most popular politicians who took part in the 2016 elections.

The Overview of the Presidential Primary Campaign of Bernie Sanders: the Analysis of his Political Background and the Influence of Celebrity Endorsement and Social Media on Voters

100%

Tomaszewski N.

Political Preferences

2017

issue 14

137-156

Bernie Sanders became the phenomenon of this year's Presidential Primary campaign in the Democratic Party. In order to analyse his road to success, I have decided to focus on three main factors, that helped him conquer on an equal level with Hillary Clinton: his political background, the social media activity of his campaign staff and the celebrity endorsement. The aim of this article is to show, how in the 21st century, the role of the traditional media during the campaign is weakened by the influence of the Internet 2.0 tools. The work also focuses on the behaviour of the American voters and what impact does the regular internet use have on them.

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1 Annales Universitatis Mariae Curie-Skłodowska, sectio K – Politologia

1 Political Preferences

2 Tomaszewski N.

2 2017

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The Impact of the Internet 2.0 on the Voting Behaviour in the United States of America – the Analysis of the 2016 Presidential Primaries

The Overview of the Presidential Primary Campaign of Bernie Sanders: the Analysis of his Political Background and the Influence of Celebrity Endorsement and Social Media on Voters