DET AMERIKANSKA PRIMÄRVALET I NÄRBILD
En kvantitativ studie av hur Barack Obama och Hillary Clinton framställs och kommunicerar på Internet
Purpose/Aim: To achieve a deeper knowledge and better understanding of how Hillary Clinton and Barack Obama use rhetoric figures and body language to convince the people that they are the individual who should be elected as the democratic nominee and if and in which way Internets characteristics take practical expressions in the supply of videos on YouTube and Barack Obamas and Hillary Clintons official websites.Material/Method: Quantitative content analysisMain results: Hillary Clintons and Barack Obamas ability to spread out exactly the information they want on their official websites takes expression in form of videos with only positive information. Hillary Clinton and Barack Obama try to create a form of advertising on their official websites through the publication of these videos. Internets special characteristics are highly visible and realized in the videos on YouTube. Users are very active which take expressions in creative creations of videos. On YouTube there also exists negative information about Hillary Clinton and Barack Obama. It exist a high level of interactivity in the videos on YouTube. The degree of interactivity is much lower on the official websites.Both Hillary Clinton and Barack Obama use a lot of rhetoric figures in their speeches. Regarding all three types of figures Barack Obama uses them more than Hillary Clinton. Both candidates have a high degree of positive body language. Hillary Clinton has a higher degree of positive body language than Barack Obama who in a comparison with her uses gestures with more negative associations.