Problem Definition and Causal Attribution During the Republican National Convention: How #MAGA Discourse on Twitter Framed America\u27s Problems and the People Responsible

This study is a descriptive textual analysis of the “Make America Great Again” slogan crafted by Donald Trump as it appeared in discourse on Twitter during the 2016 Republican National Convention. Approaching “Make America Great Again” as a problem definition and causal explanation frame (Entman, 1993), I analyzed the ways in which people tweeting with the phrase “Make America Great Again” or its derivative hashtag, “#MAGA,” discussed politicians identified as enemies of making America great again: Barack Obama, Hillary Clinton, and Ted Cruz. Trump attempted to replace Obama, defeat Clinton, and subordinate Cruz, making these enemies integral to his platform and his political brand. In addition to investigating the ways in which the frame defined America’s problems, scapegoated others, and positioned voting for Trump as the solution, I analyzed the dominant voices within the #MAGA discourse, the prevalence of incivility and truthiness, and calls to “donate” or “vote” in support of the Trump campaign