When it comes to the relationship between media and politics, it is important to bring attention to the political communication as the main factor in the process of attaining success. During the last decade, the process has been changing. Namely, there is a shift in the relevance of the traditional media (newspapers, radio, television) in the election process towards the social media. Mediatization is a complex social process that vividly describes the increasing dependence of other social spheres on the media. The subject of my bachelor thesis is analysis of the latest elections for the President of the United States. I am studying how new opportunities for political communication are reflected on the success of politicians. Through analysis of literature and Donald Trump's communication strategies on Twitter, I study how strongly the change in political discourse influenced the political processes in the Western countries, under the influence of new media. How did political rhetoric, mediated through various forms of media, influence the performance of individual candidates and political parties? Through a more detailed analysis of the Twitter platform, and its utilization at the time of the election, I came to the conclusion that through personalization, spectacularization and commercialization, political discourse is increasingly changing in a media discourse. This situation is beneficial to populist politicians, whose aspiration is maximizing the loyalty of their supporters.
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