Abstract
Social media now plays a pivotal role in electoral campaigns. Rapid dissemination of information through platforms such as Twitter has enabled politicians to broadcast their message to a wide audience. In this paper, we investigated the sentiment of tweets by the two main presidential candidates, Hillary Clinton and Donald Trump, along with almost 2.9 million tweets by Twitter users during the 2016 US Presidential Elections. We analyzed these short texts to evaluate how accurately Twitter represented the public opinion and real world events of significance related with the elections. We also analyzed the behavior of over a million distinct Twitter users to identify whether the platform was used to share original opinions and to interact with other users or whether few opinions were repeated over and over again with little inter-user dialogue. Finally, we wanted to assess the sentiment of tweets by both candidates and their impact on the election related discourse on Twitter. Some of our findings included the discovery that little original content was created by users and Twitter was primarily used for rebroadcasting already present opinions in the form of retweets with little communication between users. Also of significance was the finding that sentiment and topics expressed on Twitter can be a good proxy of public opinion and important election related events. Moreover, we found that Donald Trump offered a more optimistic and positive campaign message than Hillary Clinton and enjoyed better sentiment when mentioned in messages by Twitter users.
•Analyzed user and political candidate tweets for sentiment during US elections.•Discovered Twitter can be used to gauge public opinion and important election events.•User behavior on the platform was to retweet and rebroadcast already present opinion.•Significant difference observed in sentiment of messages by the two major candidates.