Social Media Influence on American Political Practices

Since the invention of the Internet, there has been a great deal of curiosity regarding whether and how social media and other digital platforms influence political practices. The potential implications of these platforms depend on the type of information individuals are exposed to, potentially altering news distribution among different users. Generally, the influence of social media on individuals and groups can potentially shape user’s behaviors, preferences, and value systems. People are increasingly adopting the new media to access information, which has bridged communication gaps created by traditional communication, including televisions and radios. Currently, there is a greater abundance of evidence related to the impact of social media usage on politics.

How Social Media has Altered Political Practices

Space for political sphere

Social media platforms have created a space for the political sphere that is critical in facilitating the sharing and dissemination of political information. The users can create viral events, enhance content through metadata, identify individuals with similar interests, generate applications, engage in collaborative efforts to generate knowledge and leverage existing work and contributions to easily facilitate the creation of novel entities. For instance, President Trump's unprecedented online activity indicates a new political connection between him and his supporters.

Donald Trump, a frequent social media platform Twitter user even before his most recent campaign for the presidency, has cultivated a distinct and personalized style in his tweets. This style is characterized by a substantial volume of tweets and a notable tendency towards repetition and self-preferentiality, which collectively contribute to the reinforcement of his unique voice. The nature of social media allows President Trump to initiate political discourse. Due to his popularity, exposure on social media, and connection with his followers, Trump's posts usually receive many likes, retweets, and views. Social media has created a new, perhaps more "democratic" style of political engagement, as indicated by the close relationship between Trump's popularity, the impact, and his presence on Twitter.

US President Donald Trump on Twitter

Besides, social media presents a unique platform within the political realm, enabling political leaders to establish personal connections with supporters, criticize adversaries, and articulate policy proposals, all within a single digital area. As a comprehensive and expansive platform, Twitter enables Trump to maintain continuous contact with individuals and institutions, enabling him to circumvent direct engagement with conventional media channels, such as newspapers, radio, and television, which he frequently opposes. Likely, most political leaders can similarly use social media and gain large support and criticism from citizens without relying on traditional news channels.

Space for election campaigns

In 2008, his initial presidential campaign, Barack Obama effectively utilized social media platforms to mobilize a significant portion of the electorate, ultimately securing victory in the 2008 election. According to a study conducted by the Pew Research Centre, around 74% of individuals who used the internet actively searched for election-related news during Barack Obama's initial campaign. This percentage accounted for approximately 55% of the adult population at that period. Obama's utilization of email and social media is recognized as a pivotal factor that contributed to his triumph. "Were it not for the internet, Barack Obama would not be president. Were it not for the Internet, Barack Obama would not have been the nominee," says Arianna Huffington. In past elections, when the rapid dissemination of information was less prevalent than in contemporary elections, the campaigns for widespread nationwide support required extensive work conducted by large organizations and partners.  

Social media also exerts significant influence on local elections, as experienced by Beto O'Rourke's close challenge to incumbent Senator Ted Cruz in 2018. The New York Times reports that the 2018 Texas Senate race set a new record for the highest expenditure in a U.S. Senate election, totaling $93 million. A substantial portion of this funding was allocated to social media advertisements and events. Mr. O'Rourke effectively utilized social media to achieve viral reach, including live-streaming techniques to document a significant portion of his daily activities, ranging from political rallies to casual visits to burger establishments.

The nature of platforms like Instagram and Facebook also enables political leaders to be able to raise campaign funds. New York Times reports that Mr. O’Rourke managed to raise over $38 million within three months through live streaming and being able to reach many people with information. “People will, because of the internet and because of how people now access information, donate to any candidates and causes that inspire them most,” said Jon Favreau. This feature illustrates how election campaign has become complex and reduced the financial burden that political leaders used to experience during campaigns.

Sources

Smith A. (2009). The Internet’s Role in Campaign 2008. Retrieved from https://www.pewresearch.org/internet/2009/04/15/the-internets-role-in-campaign-2008/

Obama and Romney's social media face-off. (2012). Retrieved from https://phys.org/news/2012-10-obama-romney-social-media-face-off.html

New York Times. (2018). Retrieved from https://www.nytimes.com/2018/10/12/us/politics/ted-cruz-beto-orourke-poll.html