is “ the nation ’ s highest civilian honor .” Biden Harris , ( 2021 ). These points hold significant as they present Biden ’ s clear dedication to his work and his role as a respected political figure . Regarding Biden ’ s presidential campaign , one of its largest selling points is that “ Biden has pledged to “ invest ” $ 2 trillion during his term to combat climate change .” Ullmann , O ( 2020 , p . 7 ). The issues surrounding climate change , currently , are at the forefront of politics . In emphasising and reinforcing the damning impacts caused by climate change , Biden ’ s Twitter campaign had implemented the significance of this topic to its advantage . There is a reasonable chance that Biden ’ s Twitter campaign may have drawn more support due to his willingness to tackle this substantial issue . Biden ’ s campaign is also pro-gay marriage ; holds strict views on gun control and intends to create an affordable healthcare system . These three campaign proposals , for example , all are considered to be issues of high importance within the US . In highlighting these issues , especially climate change , presents Biden ’ s presidential campaign as rather progressive and one that should hopefully implement change for the better .
Biden ’ s Twitter account , whilst writing this paper , has a substantial 23.3 million followers . His Twitter campaign has portrayed him as a candidate who is dedicated , caring , and approachable . This was done via Tweets that made use of inclusive language ( Figure 1 ), with videos and that depicted Biden as a president for all Americans ( Figure 2 )
COMM313 and videos of Biden in public with his supporters ( Figure 3 ). These representations were crucial in constructing Biden ’ s campaign as they helped capture his personality , allowing for Biden ’ s supporters to view him not just as a politician , but as a person . A study conducted by Kreiss , et al , ( 2018 ), explains that people online want to follow other people , not brands or companies . It was , therefore , necessary for the campaign to present a personable portrayal of Biden to gain supporters trust and following . Throughout , this was something the Twitter campaign did well , as Biden was successfully framed as authentic and likeable . In relation to democracy , the depiction of a realistic likeness of a presidential candidate is key , as to present a candidate as something that they are not would be purposefully manipulative and untruthful .
Regarding the stance of Biden ’ s Twitter campaign , Biden ’ s portrayal and message is that of a pluralist president . Biden ’ s Twitter campaign was consistent in using a respectful approach as to remain inclusive of all American voters ( Figure 4 ). This method was also employed as it had the potentiality to persuade unsure voters to support his campaign . Unlike Trump ’ s presidential campaign , Biden ’ s campaign did not demonise Republican party or supporters ( Figure 5 ) and instead remained civil at a constant . A study by Bekafigo , E . V , et al , ( 2019 ), found that , during elections , the mass media can be hyperpolarized which can further exacerbate contempt between opposing parties . This factor is something that
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