The goal is to determine how Trump uses Twitter as a political communication tool. For this reason, it is interesting to know how his Twitter channel is integrated in US public diplomacy strategy, how the President interacts through it, how his practices have changed after his assumption of office and what networks are active throughout his period of activity. This unexpected behaviour creates tensions both in internal and global politics. The Twitter channel breeds uncertainty because Donald Trump is the first US President to fully communicate with the public in a personal manner, overturning the traditional models of political communication in terms of the formality of language and the frequent use of negative sentiment. ![]() Given this new political and diplomatic scenario, several issues have arisen that need to be considered to understand such a new phenomenon of political communication: is this Trump’s personal branding strategy? And does it affect US public diplomacy? In order to obtain answers we have focused on the President’s personal Twitter channel to analyse the content of his activity and try to understand how US public diplomacy is affected by the Trump Brand. Summaryĭuring 2017, Donald Trump’s personal Twitter channel has been the main information resource chosen by the US President to generate opinion and sentiment on US civil society and has become the White House’s public diplomacy tool to have generated the most headlines in the media. Donald Trump has become the first US President to actively use his personal Twitter channel regardless of any US public diplomacy strategy, with a direct impact on the public policies defined by the US government and the White House.
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