This paper examines personalisation used on the Twitter social network during the 2017 presidential election campaign. The theoretical part defines political personalisation, which not only depicts private life, but also acts as a strategic tool to provide and present personalising information. The development of new technologies enabled the use of personalisation on modern media platforms. One of the most popular social networks is Twitter, whose functionalities act as an important political tool in interactive, free and uncontrolled communication. In the second part of the paper, I study the use of personalisation in online campaigns on Twitter profiles of two presidential candidates, Borut Pahor and Marjan Šarec. I wanted to determine to what extent and in what way the interactivity of Twitter as an online tool was used. I was also interested in the degree of self-esteem portrayed by the candidates in their tweets during the presidential campaign and how their self-esteem was built. Based on the collected tweets of both candidates, I determined that most of the tweets included interactive elements, yet the communication did not encourage dialogue with the electorate. Patterns of personalisation were observed in one-way and self-promoting online communication.
|
