【摘要】：The emergence of social media changed the production of information and communication pattern,which generated deep influences of countries'（regions'） politics and society.It has already overturned the predominance of traditional media in political communication,providing a powerful tool for citizens to participate political activities and express their appeal.On this background,several social campaigns which started from social media platform have wreaked havoc in real world,such as Arab Spring,Sunflower Movement,Umbrella Movement,etc.All of these events were successful organized by single individual's positive expression and showed the world the mighty power of social media,while the president of the United States,Donald Trump won the election by utilizing negative expression,which became an eye opener.The 2016 presidential Election of the United States were concluded with the triumph of Donald Trump who has tweeted countless astonishing words.This real estate tycoon who has no political experience has released a variety of radical speeches.During the primary election,Washington Post,the New York Times and other mainstream media in the United States put Trump's news in entertainment section and Trump also became a fun topic of conservation.But his support rate roared and eventually he won the election,which shocked all mainstream media.His success is called “Trump phenomenon”,becoming an exception which contradicted traditional idea of successful communication.After Trump released a huge amount of racial discrimination comments,he has been attacked by the media and unfavored by the public.Under this circumstance,how he take advantage of Twitter to reverse the disadvantages and won the election,becoming the president,is worth to be studied.Some scholars see Trump as a master of manipulating media and public opinion.With the help of Twitter and other social media platform,he won the election by his own communication and language strategies.Based on framing theory and discourse analysis,this research tries to analyze Donald Trump's Twitter content during the period when he became the nominee of Republican party and the day before the voting day of 2016 US president election through Python computer language technology.In order to improve quantitative research methods in content analysis research,Python computer language was adopted in this thesis.With this method,researchers do not need huge amount of manpower and can avoid subjective factors of coders affecting reliability and research results.In social media consensus quantitative research,the reliability and validity of research results can be improved.The findings show that the form of information carrier affects Trump's Twitter communication effect.Averagely,under the same framing dimension,for the tweets which are about support,endorsement,attack,moral image,appeal and policies,visual form can cause more sharing and achieve better communication effect than pure texts.Compared with visual form tweets,pure texts form can cause Trump's twitter followers generate more comments and interaction.Among pure texts Twitter content,the content which have specific facts draw more attention and create more interaction than those tweets which have no facts.Trump used dark color photos to describe Hilary and use bright color photos to describe himself so as to achieve visual framing effect.The number of the words in each tweet has no influence on the communication effect.As to discourse strategy,Trump uses short words,taking advantage of data,and facts to show the differences between his competitor and him so as to create controversy and achieve ideal communication effect.
【圖文】：

圖 1 來源：史安斌,周迦昕. “川普”奇觀與美國政治新聞的困境1照時間順序，特朗普發(fā)布的偏激言論依次為：（1）墨西哥移民是“強奸犯”，應讓該國出資在長城”；（2）稱麥凱恩是“冒牌戰(zhàn)斗英雄”；（3）公開黨內(nèi)競爭對手林賽德·格拉漢姆手機支持政府關(guān)閉，以節(jié)省資金資助美國計劃生育委員會；（5）形容福克斯電視臺女主播發(fā)問像身冒血”；（6）驅(qū)逐非法移民，反對“出生在美國即入籍”的原則；（7）嘲笑黨內(nèi)對手卡莉·菲相（8）不應有人質(zhì)疑“奧巴馬是穆斯林外國佬”；（9）把黨內(nèi)對手本·卡森比作無可救藥的10）呼吁監(jiān)視特定的清真寺，宣稱上千穆斯林曾經(jīng)在此慶賀“9·11”；（11）支持“水刑”虐

圖 2：圖片與文本推文平均轉(zhuǎn)發(fā)數(shù)與平均評論數(shù)對比示意圖總體純文本推文的平均評論數(shù)比圖片推文高 2.15K，說明特朗普的純文本推文比圖片推文更容易引起受眾互動，而純文本推文轉(zhuǎn)發(fā)數(shù)卻比圖片推文0.45K，說明純文本推文在引發(fā)用戶轉(zhuǎn)發(fā)方面不如圖片推文，因此圖片推文總體的傳播效果比純文本形式的推文更好。
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206

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