Recent research published in the Journal of Information Technology & Politics has illuminated the comparative effectiveness of Donald Trump’s use of social media platforms Truth Social and Twitter in garnering media attention during major U.S. election cycles. The study found that Truth Social was more effective in attracting news coverage for Trump during the 2022 midterm elections than Twitter during the 2016 primaries.
Donald Trump, known for his bombastic style and media savvy, effectively utilized Twitter to amplify his presence and messages during the 2016 U.S. presidential elections, leveraging the platform to gain extensive media coverage.
After being banned from Twitter in 2021 for inciting violence, Trump was absent from social media for a year until he launched Truth Social. This platform quickly became a hub for his supporters and right-wing extremists, offering a space free from the content moderation policies that large platforms like Twitter enforce.
For their study, the researchers gathered and analyzed a range of data to compare the impact of Donald Trump’s social media engagement on news media attention during two key periods: the 2016 presidential primaries and the 2022 midterm elections. They collected data from several sources, including Trump’s posts on Twitter and Truth Social, the platforms’ respective user engagement metrics (likes, shares, and comments), and news articles that mentioned Trump in relation to these platforms.
The researchers also considered significant offline events that could influence media coverage, such as political rallies, speeches, and major public appearances. This comprehensive dataset allowed for a robust analysis of how social media engagement correlates with media coverage volume.
To quantitatively assess the influence of Trump’s social media activity on news coverage, the researchers employed time series modeling techniques, specifically the Prais-Winsten estimation, which accounts for autocorrelation in time series data. This method helped determine the extent to which changes in social media engagement (measured through metrics like retweets and shares) were associated with changes in the frequency and nature of news coverage over time.
The study found that Trump’s engagement on Truth Social during the 2022 midterm elections generated greater news coverage than his activity on Twitter during the 2016 primary election cycle. This was despite the platform’s relatively new status and smaller user base compared to Twitter.
Partisan media, both from the left and the right, primarily drove the increased media coverage in 2022, indicating that partisan alignment plays a significant role in the decision to cover or amplify messages from alt-tech platforms. This aspect of the findings underscores the fragmented nature of today’s media landscape, where political bias can influence the news agenda.
The study also revealed that Trump’s ability to engage users — measured through metrics like retweets and “retruths” (the Truth Social equivalent of a retweet) — was a strong predictor of the volume of news coverage he received across the political spectrum. This correlation highlights the continuing importance of social media engagement in attracting media attention, irrespective of the platform used.
“Our study reveals that Trump’s ability to attract news attention through social media is not predicated on a specific platform, but on his ability to engage social media users,” explained Yini Zhang, an assistant professor of communication at the University at Buffalo and the paper’s lead author.
“Trump has capitalized on his political and economic power to adapt to the evolving media landscape,” she added. “It’s unrealistic to expect others to have the same results, but Trump’s actions might provide a playbook for other candidates.”
Interestingly, the researchers noted a shift in journalistic practices over the years; news outlets were less likely to directly embed Trump’s Truth Social posts into their stories compared to how frequently his tweets were embedded in 2016. This suggests a cautious approach by the media, possibly reflecting a learned restraint after the widespread criticism regarding the role of media in amplifying polarizing content during the 2016 elections.
“This change may indicate that journalists and publishers are more aware of the consequences of indiscriminately amplifying social media posts and thus more reluctant to embed posts directly,” said Zhang.
The study highlights the evolving role of social media as a political tool and the shifting strategies of news media in covering political figures. But the researchers acknowledge some limitations, including the changing dynamics of social media platforms and news media practices over time, which may affect the generalizability of the results. Future research could explore the impact of other political figures using alt-tech platforms and examine how changes in journalistic practices and the media landscape might influence the relationship between social media engagement and news coverage.
The study, “Trump, Twitter, and Truth Social: how Trump used both mainstream and alt-tech social media to drive news media attention,” was authored by Yini Zhang, Josephine Lukito, Jiyoun Suk, and Ryan McGrady.