The Art of the Politically Cunning Tweet

I noticed the other day, thanks to NPR reporting, that Twitter has published a 136-page manual for politicians, "The Twitter Government and Elections Handbook," addressing questions from the basic "Where Do Tweets Appear? Who Reads Them?" to why politicians should be creative with tweets: "In 'stepping out from behind the podium' and showing natural personality, these leaders humanize themselves and the political process — and gain followers to boot." Personally, I don't think 140 characters are conducive to thoughtful political discussion. But there's no arguing Twitter has been a great tool for Donald Trump to keep media buzz constant and display his "natural personality." Those who dismiss his tweets as ego-fueled embarrassments are missing the political strategy in the social media campaign that has kept him top of GOP candidate polls. A recent article by InsideGov.com ranked 30 of Trump's most popular tweets (based on retweets and media attention) by scoring them for arrogance, offensiveness and political cunning. Consider the tweet judged most "Trump-tastic," an April 2015 comment on Baltimore's troubles: "Our great African American President hasn't exactly had a positive impact on the thugs who are so happily and openly destroying Baltimore!" InsideGov rates it strong on all counts: "It's arrogant. Politically, it appeals to Trump's base by belittling Obama and emphasizing crime — a particularly prickly issue among many Trump conservatives. Most of all, however, it maximizes offensiveness, ensuring that the tweet will be reposted, retweeted and criticized around the world." Aristotle's classic analysis of rhetoric posited that effective persuasion is based on ethos (authority of the speaker), logos (logic and facts) and pathos (emotional appeal). Even if facts are given short shrift in Trump tweets, he consistently hits two out of three persuasive power points for followers. Twitter also keeps messages in line with the political virtue of simplicity. To quote Aristotle again: "It is simplicity that makes the uneducated more effective than the educated when addressing popular audiences." For InsideGov analysis of all 30 Trump tweets: http://tucson.com/news/data/ranking-donald-trump-s-best-worst-tweets/article_09035f9a-12d2-5002-92e1-df5379857d2f.html