Building a Leadership Image: A Content Analysis of Presidential Candidates’ Online Social Interactive Media

• In Event: Evening Extravaganza: Taste of Brussels Reception, Author Meet & Greet, Lifetime Achievement Awardee and Keynote Meet & Greet, & Hosted Poster Session
  In Poster: Public Leadership Display Posters

Short Description

This poster reports on a content analysis of online social interactive media (OSIM) of four 2016 United States presidential candidates. This analysis focuses on leadership image construction as it relates to categories of leadership behavior. Preliminary findings demonstrate differences in use of social media platforms as utilized by candidates.

Detailed Abstract

The 2016 election for President of the United States of America was unlike any election the founding fathers could have imagined when they first ran for political office. Prior to the 2008 presidential election, the internet and social media were not a key factor in determining the presidential victor. In 2008, Barack Obama and his campaign organizers mastered the use of social media outlets to connect with electors. This proved successful in not only 2008, but again in 2012 (Johnson & Perlmutter, 2010). No longer are live rallies, television debates, interviews, and newspaper articles determining our presidential candidates’ success. Today, the outcome of an election is greatly influenced by the image construction of candidates by online social interactive media (OSIM). With access and control of accounts on Facebook, Twitter, Instagram, YouTube, and personal campaign websites, the 2016 candidates took America by storm and created an election that will not soon be forgotten. Electors from all parties watched as candidates connected directly with constituents and influenced people from minute-to-minute, both in real time and through recordings. For the first time, Americans from all backgrounds, had direct, constant, unfiltered access to the individual who would become the leader of their country for the next four years.

Previous research in this area of investigation has explored the connection between politicians and messages to social media viewers. This primarily has consisted of analysis content for purpose of message, information dissemination, as well as party-affiliation and representation. Prior OSIM has been utilized by politicians for self-promotion, to trumpet accomplishments and success, for emphasizing qualifications, family relations, appear empathetic and having a bond with their voters (Stanyer, 2008). Additionally, the research of social media and candidates has honed in on the victorious candidate over the potential candidates that participated in the election campaigning process.

The central phenomenon under investigation in this research study is leadership image via online social interactive media. Therefore, the primary question driving this research study is, “what leadership style and behaviors are portrayed through the social media communications of the 2016 presidential candidates?” To answer this question, this study will report on a content analysis of actual dialogue used on social media platforms of Facebook and Twitter by, Donald Trump (Republican), Secretary of State Hillary Clinton (Democrat), Gary Johnson (Libertarian), and Jill Stein (Green) to decipher their behaviors as they align with leadership styles. Data for this research study will be gathered from two OSIMs, Facebook and Twitter, for each presidential candidate from the time his/her party declared him/her as their official candidate until the election (November 8th, 2016). A random sample of 200 tweets and 200 facebook posts (50 from each candidate) will then be selected as the samples for this research study. The messages will then be cataloged and coded using a qualitative data analysis software.

Two theories will lay the framework for this study. First, transformational leadership will be used to classify leadership styles as portrayed through the media. The Full Range of Leadership model includes four transformational (Idealized Influence, Inspirational Motivation, Intellectual Stimulation, and Individualized Consideration), two transactional (Contingent Reward, Management-by-exception), and one category of laissez-faire behaviors. The second theory used as a framework for this content analysis is Kouzes and Posner’s Leadership Challenge. Here, Kouzes and Posner produce a behavioral model of leadership through five practices: Model the Way, Inspire a Shared Vision, Challenge the Process, Enable Others to Act, and Encourage the Heart. The first four practices are transformational behaviors and the last practice, “Encouraging the Heart,” is a transactional leadership behavior.

Preliminary findings of this proposed study suggests that political statements, as made through online social interactive media, are more transactional based rather than transformational. Also, of the transformational behaviors exhibited, Inspiring a Shared Vision and Challenging the Process were the most prominent. In addition to presenting the study’s findings, the researchers will provide future suggestions for research and seek to engage conference participants in discussion regarding implications of the findings.

Participants

• Leann Michelle Duprey, Kutztown University

• Brian A. Petersen, Alvernia University