{"id":205,"date":"2016-11-18T00:54:18","date_gmt":"2016-11-18T00:54:18","guid":{"rendered":"http:\/\/www.electionanalysis2016.us\/?page_id=205"},"modified":"2016-11-18T16:49:33","modified_gmt":"2016-11-18T16:49:33","slug":"farages-trump-card-constructing-political-persona-and-social-media-campaigning","status":"publish","type":"page","link":"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-7-pop-culture-and-populism\/farages-trump-card-constructing-political-persona-and-social-media-campaigning\/","title":{"rendered":"Farage\u2019s Trump card: constructing political persona and social media campaigning"},"content":{"rendered":"<div class=\"row \"><\/p>\n<p><div class=\"col-lg-3 col-md-3 col-xs-12 col-sm-3\">\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-556\" src=\"http:\/\/www.electionanalysis2016.us\/wp-content\/uploads\/2016\/11\/Bethany_Usher-bw.png\" alt=\"bethany_usher-bw\" width=\"227\" height=\"227\" srcset=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/Bethany_Usher-bw.png 206w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/Bethany_Usher-bw-150x150.png 150w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/Bethany_Usher-bw-60x60.png 60w\" sizes=\"(max-width: 227px) 100vw, 227px\" \/><\/p>\n<div class=\"ProfileText7\">\n<p class=\"BIO\"><strong><span class=\"CharOverride-35\">Bethany Usher<\/span><\/strong><\/p>\n<p class=\"BIO\"><em>Principal Lecturer in Journalism and Digital Communication at Teesside University and a journalist, having primarily worked for national newspapers.<\/em><\/p>\n<p class=\"BIO\"><em>Her research focuses on the relationships between news media, celebrity, persona construction and identity. Recent journalistic practice includes comment pieces on Brexit for national newspapers and digital campaigning, crowd-sourcing to support child refugees in Lesbos.<\/em><\/p>\n<p class=\"BIO\"><span class=\"CharOverride-67\">Her twitter is @bethanyusher<\/span><\/p>\n<p class=\"BIO\"><span class=\"EMAIL\">Email: B.Usher@tees.ac.uk<\/span><\/p>\n<\/div>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-255\" src=\"http:\/\/www.electionanalysis2016.us\/wp-content\/uploads\/2016\/11\/US2016-Section-7-296x300.png\" alt=\"US2016 - Section 7\" width=\"296\" height=\"300\" srcset=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/US2016-Section-7-296x300.png 296w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/US2016-Section-7-768x779.png 768w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/US2016-Section-7-1010x1024.png 1010w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/US2016-Section-7-60x60.png 60w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/US2016-Section-7.png 1016w\" sizes=\"(max-width: 296px) 100vw, 296px\" \/><\/p>\n<h5 class=\"CampaignQuote7\">Section 7: Pop Culture and Populism<\/h5>\n<div class=\"page-list\"><ul class=\"list-group-item\"><li class=\"page_item page-item-201\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-7-pop-culture-and-populism\/donald-trump-reality-tv-and-the-political-power-of-parasocial-relationships\/\">Donald Trump, reality TV, and the political power of parasocial relationships<\/a><\/li>\n<li class=\"page_item page-item-203\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-7-pop-culture-and-populism\/new-roles-in-the-presidential-campaign-candidates-as-talk-show-comedians\/\">New roles in the presidential campaign: candidates as talk show comedians<\/a><\/li>\n<li class=\"page_item page-item-207\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-7-pop-culture-and-populism\/does-twitter-humanize-a-politicians-campaign\/\">Does Twitter humanize a politician\u2019s campaign?<\/a><\/li>\n<li class=\"page_item page-item-209\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-7-pop-culture-and-populism\/trumpdashian-the-us-election-as-an-extension-of-the-apprentice\/\">\u201cTrumpDASHIAN\u201d \u2013 The US election as an extension of The Apprentice?<\/a><\/li>\n<li class=\"page_item page-item-211\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-7-pop-culture-and-populism\/what-is-trump\/\">What is Trump?<\/a><\/li>\n<li class=\"page_item page-item-213\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-7-pop-culture-and-populism\/out-of-touch-out-of-ideas-the-american-presidency-in-film-and-television\/\">Out of touch, out of ideas? The American Presidency in film and television<\/a><\/li>\n<li class=\"page_item page-item-215\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-7-pop-culture-and-populism\/its-never-just-a-joke-pop-culture-and-the-us-presidency\/\">It\u2019s never just a joke: pop culture and the US Presidency<\/a><\/li>\n<\/ul><\/div>\n<p><\/div><\/p>\n<p><div class=\"col-lg-9 col-md-9 col-xs-12 col-sm-9\"><\/p>\n<p class=\"FIRST-PARA\">Three days after the election,\u00a0<span class=\"ITALIC\">The Telegraph\u00a0<\/span>declared Nigel Farage would be Britain\u2019s \u201cunofficial ambassador\u201d to the Trump administration, suggesting the former UKIP leader would have greater political visibility and potential power than few could have imagined just two years ago.<\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"ITALIC\">The Sun<\/span>\u2019s former editor Stig Abell describes Farage as the most successful British politician of the last 30 years (Twitter, November 9, 2016). His focused approach &#8211; particularly in terms of using social media to further his core message &#8211; has helped achieve some of the greatest political upsets of the 21st Century.<\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"REGULAR\">Farage and UKIP\u2019s influence on Trump\u2019s social media campaign should not be overlooked. Trump, of course, had a long established self-brand as a celebrity entrepreneur. However, his social media campaign also built on Farage\u2019s methods during the 2015 election to develop a new, political persona.\u00a0<\/span><\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"REGULAR\">UKIP\u2019s campaign used the increased visibility of the short campaign period as a first step towards achieving Brexit the following year, centred on Farage as the voice of the \u201cUK\u201d or \u201cBritain\u201d, often directly in opposition to the \u201cEU\u201d and \u201cimmigration\u201d. This self-narrative had at its core a distrust of establishment institutions \u2013 particularly political parties and the BBC \u2013 viewed as the enemy of him, an \u201ceveryday British bloke\u201d, longing to escape globalised multi-cultural society. This narrative went on to underpin the \u201cVote Leave\u201d campaign approach for the EU Referendum the following year.<\/span><\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"REGULAR\">The connections between this and Trump\u2019s \u201cself-brand\u201d during the presidential campaign are, of course, easily identifiable. They both harnessed the power of digital communication within the contemporary cultural conditions of promotionalism. They used techniques of \u201cdigital dog-whistling\u201d, nationalistic and anti-immigrant discourse linked to a central pledge that they will \u201cMake Britain\/America Great Again\u201d.<\/span><\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"REGULAR\">For Farage, this approach resonated with Facebook audiences particularly. His page \u2018likes\u2019 during the 2015 short campaign were almost triple those of David Cameron and the number of people talking about him on the site was often more than all of other smaller party leaders combined.\u00a0<\/span><\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"REGULAR\">Similarly, throughout the American Presidential Campaign, success in terms of reach, share, likes and follows was evident on Donald Trump\u2019s Facebook and Twitter pages. He regularly achieved 40 times as many retweets and shares than Hillary Clinton for social media posts on the same day.\u00a0<\/span><\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"REGULAR\">The way public figures use social media to construct personas for a strategic aim is a growing area of academic study and its implications for political communication and culture are significant.<\/span><\/p>\n<p class=\"Basic-Paragraph-US\">P. David Marshall, who recently launched the\u00a0<span class=\"ITALIC\">Persona Studies<\/span>\u00a0journal, argues that a new cultural politics has emerged through\u00a0<span class=\"ITALIC\">presentational<\/span>\u00a0media \u2013presentation of the self in digital space \u2013which is quite different to that supported by traditional\u00a0<span class=\"ITALIC\">representational<\/span>\u00a0media, such as journalism, TV and film. Studying persona is categorized as the exploration of intentional presentation of specific identities with purpose.<\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"REGULAR\">This approach offers insights into how Trump and Farage\u2019s social media campaigns helped them achieve their political aims. Digital and personalised storytelling techniques and representational media construction patterns are re-shaped, offering ever-new models of persona construction for strategic gain.\u00a0<\/span><\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"REGULAR\">Farage and Trump are the first in British and US politics to have fully harnessed the power of persona creation on SNS as a deliberate political communication tool. They use both SNS and mainstream media to build a persona created specifically to enable public consumption of their political message. Using individualism and self-promotion, they generate what Alison Hearn (2013: 27) in relation to reality TV stars, has described as \u201crhetorically persuasive packaging\u201d and a \u201cpromotional skin\u201d through which they can embody both the discontent of members of the electorate and ideas of alternative.<\/span><\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"REGULAR\">Trump and Farage\u2019s personas colonize the lived experience of their followers and encourage them to actively display their mutuality of stance on SNS in order to perpetuate message. It is a new kind of political labour; highly stylized and mediatized self-construction, aimed at drawing the audience around a central bonfire and then directing them to\u00a0<\/span><span class=\"REGULAR\">specific action &#8211; first online and then in the voting booth.\u00a0<\/span><\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"REGULAR\">In this world, the political party is of decreasing significance and success can be far better judged by clicks, shares and likes than by opinion polls. Analytics mean successful messages are repeated and while this new electioneering is still of course often group activity \u2013also performed by campaign managers and social media teams &#8211; at its core it is a personalised \u201cMe\u201d \u201cYou\u201d and \u201cUs\u201d conversation. This approach enables campaign teams to produce content that allows instant identification rather than prolonged thought, com<\/span><span class=\"REGULAR\">municating easily within the scroll of a social media timeline.<\/span><\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"REGULAR\">Farage and Trump\u2019s approaches to political persona construction reflect its increased significance across both digital and mainstream media and particularly how it has reshaped celebrity culture. But that\u2019s not to say we should see this as an entirely new phenomena without any historical basis.<\/span><\/p>\n<p class=\"Basic-Paragraph-US\"><span class=\"REGULAR\">Considering how the far-right have successfully used developing media forms, nationalistic rhetoric and celebrity promotionalism in the past, means we may better understand the significance of mediatised persona construction to political communication. Through this we can begin to conceptualise this latest surge in populist politics, its societal implications and how its techniques may be channelled towards a different course.<\/span><\/p>\n<p class=\"BIO\"><em><span class=\"CharOverride-37\">Bethany Usher\u2019s article \u2018You, Me and Us: Constructing Political Persona During the 2015 UK General Election Short Campaign\u2019 is published in a special \u2018Political Persona\u2019 edition of\u00a0<\/span><span class=\"ITALIC CharOverride-51\">Persona Studies<\/span><span class=\"CharOverride-37\">\u00a0later this month.<\/span><\/em><\/p>\n<p><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":0,"parent":37,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-205","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Farage\u2019s Trump card: constructing political persona and social media campaigning - 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