What Does Presidential Mean to You?

Trump vs MalemaA look at two presidential hopefuls from very different

backgrounds, and opposite ends of the spectrum.

By Adhil Patel & Parry Bedi

Donald Trump

Presidential Candidates…?

Julius Malema

Despite many predictions to the contrary…

Are their messages (ads) resonating

with voters?

Of particular interest to us…(and you)

What does social media tell us?

What about the imagery they and

their supporters are using? Is there a hidden meaning?

28

Novelty

42

Affective

39

Relevance

Ad 4:

Love trumps hate(Sanders)

Ad 1:

Build a wall(Trump)

27

Novelty

29

Affective

28

Relevance

Norm

Top 25%

12

Novelty

27

Affective

21

Relevance

Ad 2:

Great Again(Trump)

Ad 3:

America(Sanders)

13

Novelty

24

Affective

27

Relevance

Ad 5:

Working for you(Clinton)

10

Novelty

26

Affective

20

Relevance

Message Testing Candidate Adverts

Any ideas whose supporter submitted this?

How about this one?

N=624,539 tweets from 221,760 accounts (nodes)Dates of tweet collection: 12-10-2015 to 25-01-2016

Leaning awayLeaning towards

The conversations tend to be highly polarized

Clinton:

Trump:

Posts on Facebook

100

66

Likeson Facebook

100

401

Shareson Facebook

100

314

Commentson Facebook

100

329

0.2

1.5

Cross-postingon Facebook

1

1

And engagement differs depending on the allegiance

Ad 1: Build a wall (Trump) Ad 5: Working for you (Clinton)

Q: What, if anything, would make this ad more relevant to you?

Do the messages really resonate?How could they have been made more relevant?

Drivers of relevance

More Cerebral, Not Emotional (Clinton)

True to Form, Trump has something for everyone

N=3,131,823 tweets from 890,589 accounts (nodes)Dates of tweet collection: 12-10-2015 to 25-01-2016

Trump & the Republicans

Right-wing UK (UKIP)

Global news & stats

Democrats

Global Immigration Conversation Map

Conversations have no borders anymoreSocial means discussions are no longer contained

1990

70%!

A Recent History of South Africa…

De Klerk Mandela Mbeki Motlanthe Zuma

And One Party has put a loudhailer to the every man…

#Everything Must Fall…

But they’re actually very similar

Bl**dy Agent You’re fired

They’re from completely different backgrounds, and leanings…

Source: Twitter profiles (last 3,000 tweets)

Comparing their communications…

http://nymag.com/daily/intelligencer/2016/04/america-tyranny-donald-trump.html#

The Call to Action Bears Some Resemblance

We Live in Interesting Times…