The Growing Role of Social Media in U.S. Elections: A Double-Edged Sword
In recent decades, social media has transitioned from a casual communication platform to a formidable instrument of influence in U.S. elections. Since 2008, presidential candidates have increasingly allocated substantial resources to digital advertising, underscoring the pivotal role that platforms such as Twitter, Facebook, TikTok, Instagram, and YouTube now occupy in the electoral process. However, as the significance of social media escalates, so too do concerns regarding its ramifications for the foundational tenets of democracy.
In 2008, former President Barack Obama, often heralded as the ‘first social media president,’ pioneered the strategic use of social networks in political campaigns by investing $8 million (approximately £15 million) in online advertising. This strategic decision constituted 10% of his total campaign expenditure. By 2012, this figure had doubled to $16.4 million (around £26 million), reflecting the exponential rise of internet platforms as essential campaign instruments. In 2016, Donald Trump set a new precedent by expending $85 million (approximately £115 million) on digital advertisements, closely followed by Joe Biden's investment of $84 million (roughly £107.5 million) in 2020. This unprecedented surge in online advertising illustrates the critical role these platforms play in shaping public opinion and, ultimately, electoral outcomes.
With over 115,000 Twitter followers in 2008—23 times more than his opponent John McCain—and 14 million hours of campaign-related content viewed on YouTube, Obama adeptly leveraged social media to engage and mobilise supporters. His approach, which garnered 5 million followers across 15 platforms, highlighted the substantial potential of emerging technologies to reduce campaign costs while enhancing outreach and engagement.
Since then, social media has become a cornerstone of American political campaigns, enabling candidates to directly connect with constituents at a lower cost. Platforms like Twitter, Facebook, and YouTube have democratised the political landscape, allowing even lesser-known candidates to reach expansive audiences. Indeed, a Harvard study led by Steven Levitt and Catherine Wolfram found that individuals using these platforms experienced notable increases in campaign contributions and voter turnout.
However, with considerable power comes significant responsibility. The ascendance of platforms such as Twitter (now X), Instagram, and TikTok has sparked concerns about the integrity of democratic processes. While these platforms present new avenues for political activism, they also facilitate the dissemination of disinformation and manipulation. Former President Obama, who once lauded the positive impact of online communities, has since warned that these platforms now pose one of the gravest threats to American democracy—a perspective articulated just one month prior to the January 6, 2021, Capitol insurrection, fuelled by unfounded claims of election fraud.
Moreover, there is a growing consensus regarding social media’s tendency to amplify disinformation as a pressing issue. Elon Musk's acquisition of Twitter has been linked to an uptick in false information, increased political polarisation, and deepening divisions among voters. Musk's apparent alignment with Donald Trump, as evidenced by a recent photograph of him donning a ‘Make America Great Again’ cap, raises alarming questions about the nexus between prominent social media figures and political candidates.
Consequently, the implications of these platforms for U.S. elections are profound. While some contend that social media stifles conservative viewpoints, a Pew Research Center study reveals that the majority of Twitter users identify as left leaning, with 60% identifying as Democrats compared to only 35% as Republicans. These disparities prompt further inquiries regarding bias, echo chambers, and the role of social media in shaping political discourse.
Despite the controversies surrounding social media's role in U.S. elections, it is evident that these platforms are transforming electoral strategies. For instance, Facebook executive Andrew Bosworth asserts that Donald Trump's 2016 electoral success was not attributable to misinformation but rather to his ‘single best digital ad campaign ever.’ This assertion underscores the efficacy of online advertising in reaching voters, while also highlighting the escalating influence of these technologies on electoral outcomes.
As social media continues to mold American politics, its impact is poised to intensify. The fundamental question remains whether these platforms can enhance democratic engagement or if their unchecked influence will undermine the integrity of the political process. The extent to which they favour the left or the right is uncertain, yet their impact is undeniable as resources increasingly flow into these media. As disinformation proliferates and polarisation deepens, the future of democracy in the digital era remains precarious. The full scope of these ramifications will only become apparent over time.
Image courtesy of BBC News via Getty Images, ©2018. Some rights reserved.
The views and opinions expressed in this article are those of the author and do not necessarily reflect those of the wider St. Andrews Foreign Affairs Review team.
