Social media has changed the way people communicate and has become an effective tool for political influence. It has become a tool for businesses to promote their products and services. Furthermore, the political sector has started to use it as a tool for political campaigns in order to reduce expenses and reach larger populations. Twitter and other social media will soon become the center of civil life and global politics. It has been used as a channel for better political communication in different parts of the world; for example: Donald Trump (the United States), Barack Obama (the United States), Boris Johnson (the United Kingdom), Nayib Bukele (El Salvador), elections 2017 in Chile, among others. Twitter has been used by the current president of El Salvador (Nayib Bukele) as the main channel to govern. This study provides details of the content used by Nayib Bukele as a presidential candidate, details during the presidential transition process as president of El Salvador. It is a qualitative analysis that targeted the context shared by Nayib Bukele on Twitter using Lasswell’s 5W Model focused on What, Whom and Effect. The adoption of a case study allowed the researcher to analyze how Twitter was used by Nayib Bukele on politics of El Salvador before elections, during the transition process and as president of El Salvador during the first three months targeting the content of the most relevant tweets based on the number of likes, retweets and replies. The results show that personalized messages were the most relevant during the investigation. Furthermore, Nayib Bukele’s tweets were focused on social security, targeted the general population and with the intention of sharing information.

Abstract iii
List of Tables iv
List of figures v
Chapter 1 – Introduction 1
1.1. Research Background 1
1.2. Research Motivation 2
1.3. Research Objectives 3
1.4. Arrangement of Chapters 5
Chapter 2 - Literature Review
2.1. Social Media 6
2.1.1. Global Trend 6
2.1.2. Characteristics 8
2.2. Social Media and Politics 14
2.2.1. Major Users 14
2.2.2. Twitter in Politics 16
2.3. Analyzing The Content Shared on Social Media 22
2.3.1. Language 22
2.3.2. Lasswell’s Model 24
2.4. El Salvador Case 26
2.4.1. Social Media in El Salvador 26
2.4.2. Usage of Twitter by the President of El Salvador - Nayib Bukele 27
2.5. Summary 29
Chapter 3 – Methodology
3.1. Research Design 30
3.2. Case Study 30
3.3. Data Collection 31
3.4. Data Sampling 31
3.5.Data Analysis 31
3.6. Limitations 37
Chapter 4 - Findings
4.1. Tweets Overview 38
4.2. Before Elections 38
4.2.1 Content Analysis: Language 40
4.4.2 Content Analysis: Lasswell’s Model 42
4.3. During Transition Process 46
4.3.1 Content Analysis: Language 47
4.3.2 Content Analysis: Lasswell’s Model 49
4.4. After Taking Place as President of El Salvador 53
4.4.1 Content Analysis: Language 54
4.4.2 Content Analysis: Lasswell’s Model 56
4.5. Trends in the Content 61
4.5.1 Language 61
4.5.2 Lasswell’s Model 63
4.6. Summary 64
Chapter 5 - Conclusion
5.1. Summary 66
5.2. Discussions 66
5.3. Suggestions 72
5.4. Limitations 72
References 73
Glossary 78
Appendix A: Sample of Tweets 79
B: Translations of Tweets 109

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