Agenda-setting through Twitter: presidential communication, public attention and media dynamics in crisis contexts
Abstract
This article analyzes how presidential communication on Twitter shapes public attention and information-seeking behavior and interacts with online media agendas during the COVID-19 pandemic. Focusing on leaders’ use of social media in different political regimes, we assess the impact of presidential tweets on citizens’ information demand through Google Trends and their amplification in online press coverage. Using quantitative content analysis and time-series modeling, the study identifies patterns of agenda-setting that vary across democratic and hybrid contexts. Findings show that presidential use of Twitter can mobilize public attention and influence media agendas, although effects depend on regime type and media dynamics. The results contribute to understanding how digital platforms mediate political communication in times of crisis and highlight the role of social media in reinforcing or challenging democratic processes. We argue that Twitter functions both as a strategic tool for leaders and as a channel reshaping traditional media dynamics.