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1 Technium Soc. Sci. J. 1 (2019)

handle is hein.journals/techssj1 and id is 1 raw text is: SOCIAL SCIENCES JOUfRNAL Vol. 1, 2019 Donald Trump's Social Media Communication or the voice of a man is stronger than the voice of an institution Assist. Prof. PhD. Thnase Tasente Ovidius University of Constanta, Romania office @pluscommunication.eu Prof. univ. dr. habil. Mihaela Rus Ovidius University of Constanta, Romania psiholog-m@ yahoo.com Abstract. Social Media (Facebook, Instagram, Twitter, etc.) have revolutionized the communication strategies of public institutions in recent years, and communication strategies have understood the different principles on which these new media have been built, compared to traditional means of communication. Beyond the huge openness of these social environments, Social Meda is encouraging users to participate in the in the government process and created a new mechanism through which institution becomes a person, and institutional communication becomes interpersonal communication. This was speculated by many candidates who have won such a high online reputation that their voice can be stronger than the voice of an institution. This study focused on analyzing the Social Media communication strategy of Donald Trump, from 1 July 2018 to 1 July 2019. Thus, we have analyzed the Key Performance Indicators (KPIs) that facilitate Social Media communication, we have identified and analyzed the messages that generate high engagement from users as well as the dominant reactions generated by the online audience. Keywords. Donald Trump, US President, Social Media Communication, Web 2.0, online reactions, Facebook 1. Introduction With the development of online social networks, a phenomenon called by experts as Web 2.0, the field of political communication has changed radically, the structure of political discourse has been rethought, including public opinion polling techniques and methods of analyzing public reaction. Among the early politicians who used Social Media in the election campaign was Barack Obama in 2008 when he defeated his opponent, Hillary Clinton. Maria Magdalena Jianu (2009) remarks that no channels like CNN or ABC have brought Obama the decisive advantage, but social networking sites such as Facebook, Myspace, forums, blogs, generally attended by students (the current US president had 320,000 online supporters, compared to the 5300, as Hillary Clinton had). The year 2008 was considered by many specialists as the decline of television overthrow in political communication, being replaced by a new era - Social Media - that offered the opportunity of politicians to reach out to the public bypassed by all traditional media: young people. In that electoral campaign, Barack Obama managed to mobilize young people to ask for their opinion on any issue of interest to society and interact with them in a way that no politician had ever done before. The success of his online campaign was due to the fact that his speech was adapted to the online environment, the formal style of the speechl was replaced by a more colloquial one, and the young people resonated with this new approach antd they have shared his electoral messages in all the social network nodes. That new approach has become such a phenomenon that so many people who

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