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This chapter analyzes the multimodal strategies used by Hilary Clinton and Donald Trump, the two frontrunners of the Democrat and Republican nominations for the 2016 US Presidential Elections, in their online campaign, and specifically in their official Facebook pages. My research will discuss how the two candidates have employed multi-semiotic fea...
Contexts in source publication
Context 1
... writes a series of text-only posts on two occasions, that is, during a debate between Democrats, and during Obama's televised speech on terrorism on 7 December 2015. Each of the posts published during Obama's speech (Figures 10-14) comes as a response to specific points made by the President on TV. Trump's posts are effectively a running commentary that counters Obama's points and, with all their obvious graphic limitations, or maybe because of their graphic limitations, they give an impression of spontaneity and immediacy. ...
Context 2
... in her photos Clinton is often shown interacting with common people, especially children and/or people from minorities. Her photos therefore seem to be showing a different way of getting involved with the electorate: we do have photos with her family and with famous people endorsing her, but we also have photos of her interacting with electors and doing everyday activities, such as the one in which she is shown listening attentively to a woman who is selling ethnic food of some sorts, most likely of Latino origins (Figure 15) or while she is choosing presents for her granddaughter (Figure 16). ...
Context 3
... in her photos Clinton is often shown interacting with common people, especially children and/or people from minorities. Her photos therefore seem to be showing a different way of getting involved with the electorate: we do have photos with her family and with famous people endorsing her, but we also have photos of her interacting with electors and doing everyday activities, such as the one in which she is shown listening attentively to a woman who is selling ethnic food of some sorts, most likely of Latino origins (Figure 15) or while she is choosing presents for her granddaughter (Figure 16). ...
Context 4
... Figures 15 and 16, Clinton is not looking at us, so the images represent a demand on the watchers, who are asked to become engaged with her. Interestingly, this kind of pose always occurs when she is shown doing something common, speaking to people or buying presents, and it is in these common activities that we are invited to sympathize with her. ...
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Citations
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