My bachelor thesis examines how a populist figure like Donald J. Trump utilises independent YouTube channels as platforms for political communication. This phenomenon is analysed primarily through the lenses of technological determinism, diffuse populism, and cognitive bias, alongside theories put forward by prominent scholars such as Pierre Rosanvallon, Cass R. Sunstein, Peter Dahlgren, Jason Brennan, and Evgeny Morozov.

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Using multimodal content analysis, the study explores how visual elements, language, and body language interact to craft personal, compelling, and impactful messages that resonate with audiences and potential voters. The findings reveal how Trump’s strategies for political communication on YouTube—and by extension, other social media platforms—appeal to public perceptions of personal image, power, and authenticity. His approach both exploits and reinforces societal polarisation.

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While the study highlights the limitations of social media as a political tool, it also underscores its potential for fostering political engagement and democratic participation. Ultimately, this thesis contributes to a deeper understanding of digitalisation’s impact on contemporary political communication and its broader consequences.