Facebook Discourse Analysis of US President Donald Trump

SNSs, such as Facebook, focus all their attention more on politician communication than institutional communication (political party, government, parliament, presidency, etc.), which encourages the implementation of communication strategies for personalized campaigns. Thus, most of the times, one can reach the paradox that the image of the politicians is more visible than the image of the party, and the personalized aspects of the strategy of the political actor can even contradict the strategies of the communication structures of the political parties. Personalized communication in social media is also highlighted by the use of tagging, most political leaders using this tool to create image links with other political personalities or civil society (ministers, political groups of the same political party, political activists or even political opponents), seeking so that the original post is reproduced and disseminated by those mentioned, in their social groups, forming conversation communities with users that confirm existing convictions. This study focused on analyzing the Key Performance Indicators (KPIs) that facilitate Social Media Communication of Donald Trump, the President of United States of America (number of fans, types of posts, interactions etc.) and analyzing Donald Trump's Facebook speech and identify the most commonly used expressions in Social Media during the term of President.  The monitoring period is 20.01.2017 - 16.08.2019.

but also that the communication they star in social networks does not promote the inclusion of new voices in discussions on public affairs (Calvo, Aruguete, 2018).
Moreover, according to a study by Raquel Tarullo (2018), it shows "a contradictory use of social networks that, although it allows political leaders to include in the communication to the addressee from the use of tags, links to other pages, hashtags and sharing publications originating from the walls of Other users' accounts to promote interaction, the nature of hashtags, tags and links to other pages approximates a reproduction of the communicative behavior that leaders star in traditional media". At the same time, it is shown that without a search for conversation or interaction based on the limited inclusion of the engagement features offered by Facebook, leaders replicate a model of personalist political communication, centralized in the leader's own figure.
Personalized communication in social media is also highlighted by the use of tagging, most political leaders using this tool to create image links with other political personalities or civil society (ministers, political groups of the same political party, political activists or even political opponents), seeking so that the original post is reproduced and disseminated by those mentioned, in their social groups, forming conversation communities with users that confirm existing convictions.
The same hypothesis was also demonstrated by Maria Pilgun and Galina Gradoselskaya (2015), who showed after a large study conducted in Russia that: (1) Politically active actors in Facebook are distributed in several clusters according to the political affiliations; (2) Communicative interaction between different clusters has the nature of conflict and (3) Proficiency level of sociolinguistic resources does not depend on belonging to certain cluster.

Methodology
To achieve the research objectives, we will use both quantitative and qualitative methods. Thus, we will analyze the key performance indicators (KPIs) that facilitate Donald Trump's online communication, namely: the number of fans, the number of daily posts, the engagement rate, the dominant reactions, etc. At the same time, using the text analysis platform -https://www.online-utility.org/text/analyzer.jsp -we will centralize and analyze the most commonly used words and expressions on Donald Trump's Facebook, in order to determines the communication directions used during the term of president. The monitoring period is 20.01.2017 -16.08.2019.   Text analyzer -most frequent phrases used by Donald Trump For analysis, we will only consider expressions that contain at most 4 words, to determine the key messages most commonly used in Donald Trump's Facebook speech. During the mentioned period, in the 5,007 posts, Donald Trump uses 147,664 words, which means, on average, 29.5 words per post and a number of 11,802 sentences, which represents an average of 2.36 sentences per post (relatively long posts).

Centralization and data analysis
The Democrats, Donald Trump's opposition party, appear in the president's speech, on the Facebook page, 429 times (in 413 posts) out of a total of 5,007 posts (8.57%), and his party, Republicans, 109 times out of a total of 5,007 posts (2.18%). Moreover, most often we can see the term Democrats mentioned in the following expressions: "the radical democrats" (22 times), "the democrats wasted 2 years and $25 million" (3 times), "could not be more clear democrats produce mobs" (3 times) or "the democrats raised millions off a lie" (3 times). On the other hand, Donald Trump most often mentions the term Republicans in the following terms: "with republican members of the senate" (10 times) and "a vote for republicans is a vote" (4 times). When he used the term "Democrats" in his posts, we can see an average interaction rate of 0. From the chart above, we can see that when he used the term "democrats", there was a negative reaction among the fans (anger, sorry and haha), and when he used the term "republicans", love reactions are more common. Viewed from the perspective of the topics most commonly used in the Social Media discourse, we can see that the slogan in the electoral campaign -"Make America great again" was retained during the term of office, being used in 133 posts, and the abbreviation of the slogan -"MAGA rally" -in 50 posts. On the other hand, we can see that the communicators are posting the President's program for each day, and most often we can see posts in which the program is mentioned on Wednesday (60 mentions), on Tuesday (56 mentions), on Thursday ( 52 mentions) and Friday (46 mentions). At the same time, US Vice President Mike Pence is mentioned by Donald Trump in 60 posts and First Lady Melania Trump in 54 posts. The topic