Self-presentation of the US presidential candidates in 2016 and 2020

Politicians often mention their personality traits when communicating with the public that aligns with the concept of impression management (Benoit and McHale 2003). This suggests that politicians can use their personalities to create a favorable image during election campaigns (Van Santen and Van Zoonen 2010). However, previous research has not adequately incorporated personality theories into the study of impression management (Clifford 2018). Addressing this gap, our study examines how presidential candidates presented themselves during the 2016 and 2020 US elections, and explores the personality traits emphasized in campaign communication. Our research combines qualitative and quantitative methods and diverse data sources, including political commercials and speeches. This study contributes to the field by incorporating personality theories into the study of political impression management.