Omar Bennett
Technology has had a profound impact on political campaigns, with digital tools evolving from a niche advantage to an essential component. This shift has been driven by the recognition that online advertisements are a cost-effective way to reach a large audience. Campaigns now rely on data-driven strategies, utilising algorithms and automated systems to target voters and guide decisions. Social media platforms have become key tools for political campaigns, with politicians and governments working closely with these companies to understand how to use them effectively. This has led to concerns about the spread of misinformation and manipulation, with some countries implementing legislation to address these issues. Cryptocurrency and NFTs have also emerged as new tools for campaigns, with politicians accepting donations in cryptocurrency and offering NFTs as rewards.
| Characteristics | Values |
|---|---|
| Data-driven campaigning | Political parties place greater emphasis on various forms of individual-level data to guide campaigning decisions, rather than relying solely on human judgment |
| Microtargeting voters | Technologies are used to identify and target persuadable voters in certain regions to maximize vote-share gains |
| Online advertising | Cost-effective online advertisements with a broad reach |
| Online fundraising | Cryptocurrency donations and NFT rewards for donors |
| Online volunteer registration | Used to increase campaign budgets and promote active voter participation |
| Social media presence | Facebook pages, Twitter, and YouTube videos to reach voters |
| Text messaging | Sending text messages to subscribers |
| Email marketing | Deploying targeted emails to voters in key states |
| Celebrity influencers | A greater role for celebrity influencers |
| Regulatory tools | Governing bodies and tech companies develop tools to moderate and reduce the narrowing of the public sphere |
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What You'll Learn
- Micro-politics: issue-based appeals to voters, celebrity influencers, and minority interests
- Data-driven campaigning: using algorithms and automated systems to guide decisions
- Microtargeting voters: using technology to identify and target persuadable voters
- Online advertising: the rise of cost-effective online ads with broad reach
- Social media's impact: increasing political participation and the spread of information/misinformation
Micro-politics: issue-based appeals to voters, celebrity influencers, and minority interests
The rise of social media and the internet has had a profound impact on political campaigns, with a shift towards "micro-politics", which involves issue-based appeals to voters, the influence of celebrities and minority interests.
Issue-based Appeals to Voters
Social media platforms have become a powerful tool for political campaigns to reach voters with issue-based appeals. Campaigns can now use data to segment voters into specific groups based on demographics, interests, behaviours, and voting history. This allows for tailored messages that resonate with each group, such as those concerning healthcare, climate change, or education. Social media platforms provide an accessible space for political discussion and mobilisation, particularly for grassroots campaigns tackling influential secular states. For example, social media played a crucial role in the referendum to appeal to Ireland's eighth amendment.
Celebrity Influencers
The influence of celebrities and social media influencers on political campaigns has also increased. While celebrity endorsements are not new, the rise of social media influencers has added a new dimension. These influencers, particularly those with smaller followings ("micro-influencers" or "nano-influencers"), have close relationships with their followers and are seen as more authentic and trustworthy. This trust can be leveraged by political campaigns to reach specific groups of voters and encourage or dissuade them. However, this also raises concerns about the lack of transparency and the potential for secretive political groups to sway voters through these trusted figures.
Minority Interests
Social media has also amplified minority interests and special interests groups, providing a platform for marginalised voices and those traditionally silenced in the political sphere. It has enabled the rise of grassroots movements and given them a space to connect and influence social change. However, it has also been associated with a rise in extremism and polarisation, with concerns about the spread of fake news, propaganda, and bots influencing public opinion, as seen in the 2016 US Presidential Election.
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Data-driven campaigning: using algorithms and automated systems to guide decisions
The use of technology in political campaigns has evolved from being perceived as a niche tool to becoming an essential component. Data-driven campaigning is a prominent example of this, where computer algorithms and automated systems guide strategic decisions. This approach relies on analysing various forms of individual-level data to inform campaign strategies, rather than solely depending on human judgement.
While no political party has fully adopted a completely data-driven strategy, the emphasis on data has increased compared to past elections. This shift is particularly evident in the United States, where data-driven campaigning is prevalent, while European regulations tend to be more restrictive. Political campaigns in the US extensively utilise microtargeting, a strategy that involves targeting specific voter groups with tailored messages and advertisements. This strategy is made possible by the vast amount of individual-level data available to campaigns, including social media data and online behaviour. By analysing this data, campaigns can identify persuadable voters and target them with specific messages that resonate with their interests and concerns.
The impact of data-driven campaigning can be quantified in terms of vote-share gains and budget savings. Campaigns that effectively employ microtargeting technologies can achieve larger vote-share gains by targeting regions or demographics where their influence will have the greatest impact. Additionally, these technologies enable campaigns to optimise their spending by allocating resources to areas with the highest potential for vote-share gains, resulting in budget savings.
However, the increased use of data in political campaigns has also raised concerns about the potential for manipulation and the spread of false information. While technology has made it easier for citizens to access information and participate in political processes, it has also created new challenges in ensuring the integrity of elections and protecting voters from manipulation. This has led to the development of regulatory and technological tools by governing bodies and tech companies to address these issues and restore broader 'macro' outcomes in the political sphere.
Furthermore, the integration of technology in political campaigns has resulted in a shift towards "micro-politics", which involves more issue-based and individualistic appeals to voters, the influence of celebrity influencers, and the promotion of minority interests. This has contributed to a perceived increase in political polarisation and extremism. As a result, there is a growing recognition of the need for innovative solutions that combine technology and politics to address these challenges and restore a more inclusive and balanced political landscape.
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Microtargeting voters: using technology to identify and target persuadable voters
The use of technology in political campaigns has evolved from being perceived as a niche tool to becoming an essential component. In the past, radio and TV were widely used to broadcast messages to wide audiences. However, with the rise of the internet, political parties have recognised the potential of cost-effective online advertisements with greater reach. This has also broadened the possibilities for manipulation, such as through bot activism, where computer programs create millions of fake accounts to disseminate certain ideas and opinions through online activities such as liking and retweeting.
Political campaigns are now turning to highly targeted, data-driven strategies, with microtargeting being a key tool. Microtargeting voters involves using data from voter databases, social media, and behavioural insights to identify and target persuadable voters. This allows campaigns to communicate tailored messages to specific segments of voters. For example, in the 2022 US midterm elections, the Democratic Senatorial Campaign Committee (DSCC) used a tool to analyse voter data and identify persuadable voters in crucial swing states. This helped craft targeted messages for specific voter segments.
The DSCC's use of microtargeting is an example of how campaigns can maximise their impact with fewer resources by focusing on high-probability voter segments. This is done by representing voters as nodes of a network, with each node representing a persuadable voter. Political activists can then target certain regions in the network where their activities will generate the largest vote-share gains. This process is dependent on the campaign's technological advantage and budget.
Data analytics also inform digital ad placement, ensuring ads reach the right audience at the right time. For example, using browsing history and demographic data to show specific ads to undecided voters in swing states. Additionally, campaigns can use data to identify potential high-value donors and optimise fundraising strategies, such as by targeting past donors with personalised appeals based on their giving history and interests.
While no political party has fully transitioned to a completely data-driven approach, it is clear that technology plays an increasingly important role in political campaigns, with parties placing greater emphasis on various forms of individual-level data. This shift is particularly pronounced in the United States, where data-driven campaigning is prevalent, while European regulations tend to be more restrictive.
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Online advertising: the rise of cost-effective online ads with broad reach
The rise of the internet has significantly influenced political campaigns, with online advertising emerging as a powerful tool for candidates and parties. This shift has been driven by the cost-effectiveness and broad reach of online ads, allowing campaigns to connect with a wide audience without incurring the high costs associated with traditional advertising mediums.
Online advertising offers political campaigns the ability to target specific demographics and geographic regions with precision. By leveraging data analytics and voter profiling, campaigns can identify persuadable voters and tailor their messages to resonate with these audiences. This microtargeting approach has been widely adopted, with campaigns investing in sophisticated technologies to maximize their vote-share gains.
Social media platforms, such as Facebook, Twitter, and YouTube, have become crucial channels for political advertising. Campaigns can create dedicated pages and accounts to share content, interact with followers, and boost engagement. These platforms also enable targeted advertising, allowing campaigns to reach specific user segments based on factors like age, location, and interests.
In addition to social media, campaigns have explored other online channels, such as search engine optimization and influencer partnerships, to expand their reach. They have also utilized email marketing, text messaging, and online fundraising platforms to engage supporters and increase donations.
While online advertising has revolutionized political campaigns, it has also raised concerns about the spread of misinformation and the potential manipulation of voters. The vast reach and targeted nature of online ads can be exploited to disseminate false or misleading information, contributing to a polarized political landscape. As a result, there is a growing emphasis on developing regulatory and technological tools to address these challenges and ensure the responsible use of online advertising in political campaigns.
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Social media's impact: increasing political participation and the spread of information/misinformation
Social media has had a significant impact on political participation and the spread of information and misinformation. Platforms such as Facebook, Twitter, and Instagram have transformed how people communicate and engage with the world, with 69% of American adults using some form of social media. This has led to a "democratization of political discourse," as individuals can now bypass traditional media and directly engage with political actors and issues. Social media has empowered citizens to express their opinions and mobilize around shared causes, playing a crucial role in facilitating and disseminating social movements like the Arab Spring, Black Lives Matter, and the Women's March.
However, social media has also contributed to political polarization, ideological echo chambers, and the spread of misinformation. Studies have shown that exposure to opposing views on social media can increase political polarization, and that false information spreads faster, further, and more broadly than accurate information. The term "Liar's Dividend" describes how individuals may mistrust real content due to realistic misinformation, and this can lead to an erosion of trust in reliable information sources and democratic institutions. Social media platforms are increasingly implementing automatic fact-checking programs to combat misinformation, and regulatory bodies are developing tools to moderate and reduce the spread of misinformation to protect democratic processes.
While social media has increased political engagement, it has also provided a space for anonymous users, bots, and super-sharers to spread misinformation and fake news, particularly on Twitter. This was a significant issue during the 2016 U.S. presidential election, and it continues to impact how voters perceive elections. The spread of misinformation on social media has led to concerns about its effects on public ideological influence and the potential threat to democracy and society.
The relationship between social media use and political engagement may be due to their mutual association with political interest. Social media provides an accessible space for individuals to engage with politics and connect with others who share their interests. However, it is important to distinguish between online and offline political participation, as online expressive political activities may differ from offline forms of participation. While social media impacts online engagement with politics, it is uncertain whether it affects offline political participation.
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Frequently asked questions
Technology has changed political campaigns in a variety of ways. Firstly, it has enabled political campaigns to become more data-driven, with computer algorithms and automated systems guiding decisions, rather than relying solely on human judgement. Secondly, the introduction of social media and online advertising has allowed campaigns to microtarget specific groups of voters with tailored messages, increasing their vote share. Thirdly, technology has made it easier for campaigns to raise funds, with online fundraising and the acceptance of cryptocurrency donations. Finally, technology has increased the overall reach of political campaigns, with a wider audience now able to access campaign messages and take part in the political process.
Barack Obama's first campaign for US president in 2008 is often cited as a key example of how technology can be used in political campaigns. Obama's campaign utilised a range of digital tactics, including YouTube videos, a Facebook page, text messages, and targeted emails to voters in key states. Obama's campaign also collected data on voters, with 2.5 million Facebook friends and 115,000+ Twitter followers by the fall of 2008, far outpacing his opponent John McCain.
Technology has had several positive impacts on political campaigns. Firstly, it has increased the ability for ordinary citizens to take part in the political process, with more people able to access information about current events and engage in political debates. Secondly, technology has made it easier for campaigns to reach a wider audience, increasing the overall participation in the political process. Thirdly, technology has allowed campaigns to be more cost-effective, with online advertisements and fundraising methods reducing costs.
While technology has had some positive impacts, there are also several negative consequences. Firstly, technology has made people more vulnerable to manipulation, with false information and rumours easily spread through social media and online advertisements. This has contributed to a rise in polarisation and extremism, with people becoming more divided in their political opinions. Secondly, technology has contributed to a lack of trust in government, with citizens becoming distrustful of the motives and actions of politicians. Finally, technology has raised concerns about data privacy, with campaigns collecting vast amounts of data on voters and using it to influence their behaviour.
