The mission of this thesis was to focus on the new media perception and its use in politics and the analysis of the communication of Joe Biden’s Twitter communication. Theoretical background research confirmed that the internet has served as an easy and relatively cheap medium to conduct political campaigns. With the introduction of the internet and social media, the way political branding was conducted changed. The research found that social media had been used as the main information source for more than 18% percent of U.S adults, surpassing the share of cable news and local news. It was affirmed that the effect it has on the perception of candidates makes it an essential tool for political branding. In this thesis, Joe Biden's Tweets were analyzed for their content, as well as engagement in the form of retweets, comments, and likes. The observed timeframe was one week, starting on January 4th and ending on January 10th. The analysis found that he uses four social media platforms, with a combined reach of 64.796.000 accounts: Twitter, Facebook, Instagram, YouTube, and Facebook. His Twitter account had 35.5 million followers and a total of 8466 Tweets. The best-performing Tweets in the observed timeframe were around January 6th, the day of the Capitol Hill attack. The tone of the Tweets was encouraging, motivating, and optimistic.