SOCIAL MEDIA IN THE 2008-2020 UNITED STATES PRESIDENTIAL ELECTIONS
The Internet has become one of the key instruments used in the U.S. political race, especially during election campaigns. Social media and the largest online platforms (Facebook, Twitter, and Google) play a special role in this process.Their distinguishing feature lies in the unlimited opportunities they offer in connecting candidates with their electorate. On the one hand, the variety of algorithms allows for the most detailed understanding of the social issues at the very different levels - both within certain regions and among various population groups. At the same time, social media provide an efficient platform for campaigning. Unlike traditional campaigning methods, such as rallying and advertising in traditional media, campaigning online is hardly limited by timeframes and geography; instead, it is confined to the financial resources available. This very fact explains the unprecedented social media budgets in the recent presidential campaigns in the U.S.