Esther Smedley & Ellie Gawthorpe campaigns , like that of Trump ’ s can capitalise on in order to reach more fundamentalist supporters . This approach , however , was not adopted by Biden ’ s campaign , as Biden himself is not an agent for polarization . Instead , the campaign encouraged oppositions to work together as to stop the message of a polarized America . As a potential future president , Biden ’ s Twitter campaign needed to present a message of peace and unity . Without one , the democracy of a country during a presidential election can be disrupted as polarized individuals may not respect or understand the oppositional side . The pluralist stance adopted by Biden ’ s Twitter campaign was necessary for remaining democratically fair as a presidential campaign that does not support or understand the viewpoints of other individuals overall , is a campaign which contains an undemocratic and biased message .
Biden ’ s Twitter campaign also informed supporters and questioning voters by using interactive content that was easy to comprehend . This can be seen via the campaigns use of video that compressed Biden ’ s into shorter explanations ( Figure 6 ). At the same time , “ political campaigns can use system interactivity to create a user experience that feels engaging and involving .” Stromer-Galley , J ( 2019 , p . 8 ). In the past , Biden ’ s campaign made Tweets ( Figure 7 ) and videos in Spanish ( Figure 8 ). This method of appealing to the Hispanic audience was done in an attempt to attract potential Hispanic voters . Although encouraging certain demographics to vote may
60 appear to be targeting them for political gain , consequently , presidential campaigns need to do this to source donations and supporters . Stormer- Galley ( 2019 ) explains that campaigns ultimately keep control of their message to try and get supporters to help mobilize the campaign further . Although Biden ’ s Twitter campaign had not manipulated voters , the campaign still had an ulterior motive which was to receive not just votes , but also donations . In using emotive stories that people could relate to , some of the Hispanic audience may have been persuaded in voting for Biden ’ s campaign as he cares about Hispanic people . On the same hand , Biden ’ s Twitter campaign adopted a method that was also seen in Obama ’ s 2008 presidential campaign . The process was that Obama ’ s “ Twitter account called for ,” voters to “ either commit to or register to vote .” Puetz , K . A ( 2020 , p . 62 ). Biden ’ s Twitter campaign also called on supporters to vote ( Figure 9 ). In a presidential campaign , the majority of supporters will vote to get their favourite candidate to win . As the campaign Tweeted heavily about remembering to vote , it is likely that supporters will have seen Biden ’ s call to action and would have responded by voting for him . Some devout supporters had also done more than just voting to help Biden ’ s campaign . For example , Grassroots group Soul Squad have been transforming “ Biden ’ s speeches and plans into digestible images to be shared on social media .” TIME , ( 2020 ). These supporters are crucial for Biden as they create free content which can be used to further mobilize his presidential campaign on