Upon the initial declaration of his candidacy, few people gave the reality television star a chance of success in the presidential election. Late night show hosts made jokes, the media speculated on his possible early exit, and rival politicians treated him with disdain.
However, the adept use of Twitter served to strengthen the campaign, branding him with populist appeal while garnering an increasing base that thrived on his nationalist, anti-immigrant rhetoric.
For both the Republican primary and the general election, Twitter served as the great equalizer. Additionally, his ever growing base of followers allowed him to communicate directly with the world, circumventing news coverage. This was particularly critical in the creation of a brand that painted the media as purveyors of
