This article analyzes how political leaders communicate with their target audiences and examines whether they adopt a country-specific communication persona, or react to the global media-intensive environment by offering more universal communication. Politicians communicate through presentational (e.g., social media) and representational (e.g., press) outlets, and the compatibility between these outlets represents the leader’s effectiveness in transmitting the desired messages to the audience. The authors of this study suggest a theoretical framework that classifies public figures’ communication along two dimensions: universality (particular–universal) and media compatibility (low–high). The authors used language processing tools to study the sentiment, topic mixture, and use of pronouns by 61 global world leaders in more than 300,000 messages from the leaders’ Twitter accounts and press articles. The results show a high level of universality across political leaders in sentiment, topic mixture, and pronoun usage. The media compatibility is high, with Twitter being slightly more positive. Most leaders fall within the categories of Cosmopolitan Antagonist (high universality, low media compatibility) and Global Icon (high universality, high media compatibility). Overall, the sentiment of their communications is positive. Popular topics include diplomacy, economy, corruption, and the Arab world. No significant relationship was found between the sentiment or communication topics and country characteristics.

中文翻译：

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窄带影响者和全球偶像：全球政治领导人沟通方式中的普遍性和媒体兼容性

本文分析政治领导人如何与目标受众进行交流，并研究他们是否采用特定国家的交流角色，还是通过提供更通用的交流方式来应对全球媒体密集型环境。政客通过表述（例如社交媒体）和表述（例如新闻）渠道进行沟通，这些渠道之间的兼容性代表了领导者向受众传达所需信息的有效性。该研究的作者提出了一个理论框架，该框架从两个维度对公众人物的交流进行了分类：普遍性（特殊性-普遍性）和媒体兼容性（低度-高度）。作者使用语言处理工具研究了全球300多个国家/地区的61位全球领导者的情感，话题混合和代词的使用，来自领导人的Twitter帐户和新闻文章的000条消息。结果表明，政治领袖在情感，话题混合和代词用法方面具有很高的普遍性。媒体兼容性很高，Twitter则更为积极。大多数领导者都属于“世界性拮抗剂”（高通用性，低媒体兼容性）和“全球图标”（高通用性，高媒体兼容性）。总体而言，他们的沟通气氛是积极的。热门话题包括外交，经济，腐败和阿拉伯世界。在情感或交流主题与国家特征之间未发现显着关系。媒体兼容性很高，Twitter则更为积极。大多数领导者都属于“世界性拮抗剂”（高通用性，低媒体兼容性）和“全球图标”（高通用性，高媒体兼容性）。总体而言，他们的沟通气氛是积极的。热门话题包括外交，经济，腐败和阿拉伯世界。在情感或交流主题与国家特征之间未发现显着关系。媒体兼容性很高，Twitter则更为积极。大多数领导者都属于“世界性拮抗剂”（高通用性，低媒体兼容性）和“全球偶像”（高通用性，高媒体兼容性）。总体而言，他们的沟通气氛是积极的。热门话题包括外交，经济，腐败和阿拉伯世界。在情感或交流主题与国家特征之间未发现显着关系。和阿拉伯世界。在情感或交流主题与国家特征之间未发现显着关系。和阿拉伯世界。在情感或交流主题与国家特征之间未发现显着关系。