What is Social Media Use in Politics?
Social media use in politics refers to how online platforms are used in political activities. These activities include everything related to governing a country or area. This includes political organization, international politics, political corruption, political parties, and political values.
The Role of Media:
The main job of the media is to give us information and let us know when things happen. This information can change how we think and what we do. The media can also push the government to act by showing that people want change or that something needs attention.
The Internet and Communication:
The internet has created new ways to share news, and social media can change not only the message but also how we see political corruption, values, and conflicts. Social media affects how politics are communicated and perceived.
Social Media and Elections:
In elections, social media plays a big role because it is interactive and communal. Voters use these platforms to share their views and support for candidates. For example, sharing an “I voted” image can remind others to vote and encourage participation.
Impact on Public Perception and Diplomacy:
Social media has made diplomacy more public and open to public opinion. It has also made global conflicts and extreme politics more visible. Over time, social media has become a major way we learn about what is happening in the world.
Influence on Civic Engagement:
Platforms like Twitter and Facebook can greatly influence civic engagement. They can shape how individuals think and act, especially regarding political opinions. Social media’s interactive nature makes it a powerful tool for elections and campaigns.
Media Bias:
News stations, including those on social media, can have biases in their political opinions. This means the information we get might be influenced by these biases, affecting our own political views and actions.
Summary:
Social media is a powerful tool in politics, affecting everything from elections to global diplomacy. It shapes public perception, influences civic engagement, and can push governments to act. However, it is important to be aware of media bias and its impact on the information we receive.
Politicians and Social Media
Direct Engagement with the Public:
Social media allows politicians to communicate directly with the public, avoiding traditional media channels. For instance, after losing the 2020 presidential election, Donald Trump used social media to claim the election was fraudulent and called for a re-election. This had major consequences, including the attack on the U.S. Capitol by his followers on January 6th.
Boosting Political Campaigns:
Having a strong social media presence can help politicians gain power. A good example is Boris Johnson’s 2019 campaign to become Prime Minister after Theresa May. He had over half a million followers, much more than his rivals, and his campaign launch video received over 130,000 views. This online popularity played a key role in his political success.
The Impact of Recognition:
For politicians, any type of recognition—positive or negative—can be advantageous. Social media helps them gain visibility and connect with voters, making it a powerful tool for building a political profile and attracting supporters.
Study on Social Media Use by Politicians:
Research by Sounman Hong found that backbenchers, underdogs, and opposition politicians are more likely to use social media to gain recognition and support. These politicians use social media to become more visible and build a public profile, which can be vital for their careers.
Case Studies: Success Stories
The Pirate Party in Berlin:
In the 2011 Berlin state election, the Pirate Party used social media effectively to win 15 out of 23 seats. They attracted a diverse group of voters, including young people, Social Democrats, Greens, and Christian Democrats. One in five votes came from the 18-34 age group.
True Finns in Finland:
In Finland’s 2011 Parliamentary elections, the True Finns used social media to achieve victory. They engaged with supporters and grew their voter base through effective online strategies.
Summary:
Social media is now an essential tool for politicians. It enables them to communicate directly with the public, enhance their campaigns, and gain recognition. Successful examples like the Pirate Party in Berlin and the True Finns in Finland illustrate the effectiveness of social media in winning elections and gaining political power.
Political Advertising and Social Media
Evolution of Political Advertising:
Political advertising has been a part of campaigns for decades, evolving significantly with the advent of social media. It plays a crucial role in informing and influencing the audience. The “rise of digital media” has introduced new forms of advertising, such as YouTube videos, reels, and web page ads. Unlike traditional offline advertising, digital ads can be more targeted and personalized.
Impact of Algorithms:
Digital technology uses algorithms to track and analyze user interactions with media. This allows for highly effective targeting of political ads to specific audiences. By understanding user behavior, advertisers can tailor their messages to resonate more deeply with individual viewers.
Spending Trends:
Spending on online and social media ads has increased dramatically in recent years. According to Statista, political campaigns were predicted to spend $2.90 billion on digital ads in 2020, up from $1.40 billion in 2016 and just $0.16 billion in 2012. This shift highlights the growing importance of digital platforms in political advertising.
Platform Policies:
Different social media platforms have varying rules regarding political ads. While Twitter banned political ads worldwide on November 22, 2019, other platforms like Facebook, Pinterest, Twitch, and TikTok have their own policies. Facebook’s CEO defended allowing political ads, arguing that banning them could stifle important discussions on issues like climate change and women’s empowerment.
Types of Political Ads:
Political ads on social media often aim to persuade voters to support or oppose specific candidates or issues. Due to the personalized nature of social media, methods like “microtargeting” and “black ads” have become common. These techniques allow advertisers to deliver highly targeted messages to specific groups, making the ads more effective and cost-efficient than traditional TV ads.
Summary:
Political advertising has adapted to the digital age, with social media playing a pivotal role. The ability to target specific audiences through algorithms has revolutionized how campaigns reach and influence voters. While spending on digital ads continues to rise, different platforms have unique policies that shape the landscape of political advertising. Techniques like microtargeting and black ads demonstrate the power and efficiency of digital political campaigns in today’s media environment.