Political Spectacle and Twitter Usage by 2016 U.S. Presidential Candidates: A Content Analysis

Political Spectacle and Twitter Usage by 2016 U.S. Presidential Candidates: A Content Analysis by Robert William Miller, Jr. MA, Florida Atlantic University, 1978 BS, University of Georgia, 1977 Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy Public Policy and Administration Walden University July 2020 Abstract Political polarization in the United States increased dramatically in the 21st Century and the resulting partisan divisions impeded compromise necessary for effective governance. The purpose of this qualitative exploratory case study was to examine whether, and to what extent, Twitter usage by Hillary Clinton and Donald Trump contributed to political polarization during the 2016 U.S. Presidential race. Political spectacle, developed byPolitical polarization in the United States increased dramatically in the 21st Century and the resulting partisan divisions impeded compromise necessary for effective governance. The purpose of this qualitative exploratory case study was to examine whether, and to what extent, Twitter usage by Hillary Clinton and Donald Trump contributed to political polarization during the 2016 U.S. Presidential race. Political spectacle, developed by Murray Edelman, served as the conceptual framework. Political spectacle involved the creation of an alternative universe of facts and interpretations to isolate opponents. A qualitative case study research design was employed to explore the Twitter usage by Hillary Clinton and Donald Trump during the 2016 Presidential election between January and November 2016. Clinton and Trump used Twitter to divide voters by forcing a choice on a binary issue and tailoring content to create separate universes in which both candidates cannot be correct. Edelman referred to this concept as bimodal value structuring. The weapon of choice was personal attacks. One third of Trump’s 3,981 Tweets included personal attacks on Clinton’s character, often referring to Crooked Hillary. One fourth of Clinton’s 5,555 Tweets included accusations of racism, sexism, or xenophobia. Twitter exacerbated political polarization by creating echo chambers that communicate slogans without context or nuance. Study findings raised consciousness by identifying how politicians use polarization to their benefit and a detriment to the political process and effective governance. Future research is needed on how to use this knowledge to change political rhetoric and reduce polarization. Political Spectacle and Twitter Usage by 2016 U.S. Presidential Candidates: A Content Analysis by Robert William Miller, Jr. Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy Public Policy and Administration Walden University July 2020 Dedication This dissertation is dedicated to Thomas Spencer Litter who literally taught me the art of how to win elections with effective communications. We spent fourteen years working together on dozens of campaigns from 1982 until his death in 1996. Not only was he a business partner and a mentor, but he was also my best friend. Not a day goes by when I do not reflect on the question, “what would Tom do? ” When I can get the answer to that question, it is usually successful. You are still missed 24 years later. Acknowledgements I would like to thank all of those people who have made it possible for me to be in a position to submit this dissertation for consideration. First is my wife, Michelle Hinson, who encouraged me to go back to school after 28 years and finish that Ph.D. I gave up due to financial and family issues in 1983. I want to thank my parents for the love and nurturing they provided me throughout my life. Special thanks to Dr. Don Stacks of the University of Miami who has been a great source of guidance and inspiration and finally, to Dr. Kristin Dailey who has personally guided my study and provided a great deal of encouragement and advice during this grueling journey.