Abstract:

With the developing technology, social networks have become an area that people use actively in a short time, and they have started to be widely used and included in political life. thus, political actors started to convey messages containing information about what they do with social media applications to their voters and to communicate with the target audience. This study aims to analyze the social media usage practices of the 46th USA President Joe Biden within the scope of the digital election campaign, for which purposes and at what level. In the study, it is also aimed to examine whether the use of social media has an effect on the results of the election campaign. The data of the research was obtained in two stages. In the first stage, a detailed literature review was made and theoretical information was obtained that will form the conceptual and theoretical ground for the research. In this direction, previously published sources such as articles, theses, books and papers were scanned and the research was interpreted with connections and expressions supported by the researcher in accordance with the purpose of the research. Afterwards, the shares of the Democratic Party Candidate Joe Biden from his personal Twitter account between 21 August-03 November 2020 were recorded by content survey and the data obtained were made meaningful by tabulation. In the data analysis process, the data in question were transferred through the qualitative analysis and interpretation process in accordance with the research purpose. At the end of the research, it was determined that Biden used Twitter more and more intensely and effectively during the election campaign, interacted intensely with the voters and was able to actively convey his thematic messages to the voters.

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