Malcolm Rivera
The internet has revolutionized political campaigns, changing how and when voters consume political information. It has exponentially scaled political outreach, enabling campaigns to reach millions of people, leverage personalized communication, and engage with voters directly. This shift to digital campaigning has lowered costs, increased speed and accessibility, and allowed politicians to chase support 24/7. Social media platforms have been particularly influential, with newcomers gaining a substantial boost in support and the ability to humanize themselves, helping voters feel more connected. The internet has also fostered a preference for shorter, bite-sized content, catering to shrinking attention spans. While it has increased accessibility and participation, concerns remain about misinformation, regulatory challenges, and the potential for extremism and polarization.
| Characteristics | Values |
|---|---|
| Speed of communication | The internet allows for the quick and easy transmission of political messages and events, which can be accessed immediately and continuously via streaming services. |
| Accessibility | The internet has made political information more accessible to voters, with unlimited amounts of information available at a relatively low cost. |
| Personalization | Voters can easily access tailored political information that aligns with their preferences through newsletters, podcasts, and live-streamed speeches. |
| Reach | Political campaigns can now reach hundreds of millions of people through online platforms, leveraging personalized communication and engagement. |
| Cost-effectiveness | The internet has drastically reduced the cost of campaigning, with tools like cloud-based call centers and volunteer-based mobile apps enabling widespread outreach at a low cost. |
| Data-driven campaigning | Political parties can now collect and analyze large amounts of individual-level data to guide their campaign strategies, although the effectiveness of this approach varies across regions. |
| Social media influence | Social media platforms have revolutionized political campaigns by allowing politicians to connect directly with constituents and gain support, particularly for newcomers. |
| Content format | The internet has fostered a preference for shorter, bite-sized content that caters to shrinking attention spans across platforms like TikTok, Instagram Reels, and Twitter. |
| Misinformation | The internet has given rise to "counterfeit websites" and misinformation, with early examples seen in the 2000 presidential campaign. |
| Right-leaning dominance | Studies have shown that right-leaning online shows and content tend to dominate the online media ecosystem and have substantially larger audiences. |
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What You'll Learn
The internet has made political information more accessible
Secondly, the internet has changed how political information is consumed. Voters no longer need to rely solely on traditional media like newspapers or television news to access political information. Online political discussions are continuous and readily available on various platforms, including social media sites like Facebook, Twitter, TikTok, Instagram, and YouTube. Even those not actively seeking political information may still encounter it online. For example, a 2014 study found that 78% of Facebook users came across news on the site while there for other reasons.
Thirdly, the internet has accelerated the speed of political communication. An event streamed online is just as live as a radio or television broadcast, but it can also be easily accessed immediately after and indefinitely via video streaming services. The internet removes the gatekeeping role of journalists, allowing anyone to record and share a comment or event with thousands of people within seconds.
Fourthly, the internet has facilitated the customization and delivery of political information. Voters can now easily access information tailored to their interests and preferences by clicking a few buttons. For example, a voter who prefers to watch speeches can do so via live streaming, while another who likes podcasts can receive that format instead.
Finally, the internet has lowered the barriers to entry for political newcomers by providing a cost-effective way to reach voters and build support. Social media, in particular, has enabled newcomers to speak directly to constituents and humanize themselves, helping them to gain momentum without the traditional advantage of incumbent politicians or the need for influential donors.
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Politicians can now reach voters at a lower cost
The internet has revolutionised political campaigns, and one of the most significant changes is that politicians can now reach voters at a lower cost. This shift has been driven by the rise of social media platforms, which have become essential tools for political campaigns. Social media allows politicians to communicate directly with constituents, sharing their policies and even personal details, to build a connection with voters. This direct communication has been a game-changer, especially for newcomers, who can gain a substantial boost in support without the need for large budgets.
The internet has also changed how political information is shared and understood. It has made vast amounts of political information available to voters, who no longer need to rely on traditional media such as newspapers or television news. Online political discussions are continuous and accessible to anyone with an internet connection. This shift has resulted in a preference for shorter, bite-sized content that can be quickly and easily consumed. Platforms like TikTok, Instagram Reels, and Twitter cater to shrinking attention spans, delivering content in quick, digestible snippets.
The versatility of the internet is another key factor in its impact on political campaigns. Voters can now easily access information tailored to their personal preferences. For example, a voter who prefers to watch speeches can stream them live, while another who likes radio ads can opt for a podcast. Additionally, the internet has made it possible to reach voters through various channels, such as email lists with millions of subscribers or advertising on search engines and social media platforms.
The cost of running a political campaign has traditionally been a significant barrier to entry, with high costs associated with advertising and reaching voters through traditional media. However, the internet has drastically reduced these costs. For instance, a cloud-based call centre requires minimal infrastructure, and volunteers can easily join campaigns from their homes, making calls or sending instant messages to potential voters. This shift enables campaigns to reach a much wider audience at a lower cost, levelling the playing field for newcomers and challenging the incumbency advantage.
While the internet has brought about many changes, it is not the first technology to play a game-changing role in political campaigns. The advent of radio and television also transformed the landscape, giving politicians a voice and allowing them to present themselves to the public as more than just a slogan or speaker. However, the internet is a unique technology that has exponentially scaled political outreach and enabled campaigns to leverage personalised communication and engagement.
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Social media has helped level the playing field
The low cost of online campaigning has been a game-changer, particularly for newcomers, who traditionally struggle to gain momentum without connections to influential donors. Social media platforms have made it possible for newcomers to raise significant funds quickly and with minimal financial investment. For instance, a study by Yildirim et al. found that within the first month of using Twitter, politicians were able to raise between 1% and 3% of what they would have raised through traditional campaigning over two years. This advantage is not driven by age or technological savviness but by the ability of new candidates to humanize themselves and connect with voters.
Additionally, the internet has solved long-standing issues with political campaigning. For instance, it has addressed the challenge of accurately identifying and targeting specific types of voters. With the internet, campaigns can now upload millions of sorted contacts and choose how and when to reach out to them. Volunteers can easily join campaigns remotely and connect with voters through multiple channels, such as phone calls, SMS, and social media.
The versatility of the internet has also played a significant role in levelling the playing field. Voters can now access political information tailored to their preferences with just a few clicks. They can choose to receive newsletters, listen to podcasts, watch live speeches, or view archived campaign commercials, all through digital channels. This has resulted in an unprecedented level of accessibility, with politicians being more reachable by the public than ever before.
Furthermore, the speed of political communication enabled by the internet has transformed campaigning. An event streamed online can be accessed live or on-demand immediately after it occurs, without the need for traditional media gatekeepers. This allows politicians to share their messages directly with constituents in real-time, bypassing the editorial processes of news organizations.
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Political campaigns are now more data-driven
The internet has revolutionised political campaigns, changing how and when voters consume political information. This has enabled politicians to chase support from voters 24/7 at a relatively low cost. The internet has also changed the way political information is shared and understood by making practically unlimited amounts of political information available to voters.
The internet has made it possible to reach voters via digital means, such as advertising on search engines and social media, reaching out to email lists with millions of subscribers, and analysing data for trends and voting intentions. Social media platforms, in particular, have changed the game, allowing incumbents and newcomers to speak directly to constituents. New candidates can humanize themselves through their social media accounts, helping voters feel more connected.
A study by Yildirim and colleagues found that within the first month of using Twitter, politicians were able to raise between 1% and 3% of what they would have raised in a two-year traditional campaign. This gain flowed almost exclusively to newcomers, not incumbents, and was amplified when candidates included hyperlinks to more information.
The internet has also fostered a preference for shorter, bite-sized content. Platforms like TikTok, Instagram Reels, and Twitter specialise in delivering content quickly and succinctly, catering to shrinking attention spans.
The next phase of political campaigns is likely to be heavily influenced by Generative AI, particularly large language models and deep fakes. The potential impact of these new tools on campaigning is uncertain, and researchers and practitioners are questioning whether computers and AI will remain tools to augment and enhance human decision-making or whether they will shift to driving strategy.
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The internet has accelerated the spread of misinformation and deep fakes
The internet has been a game-changer for political campaigns, but it has also accelerated the spread of misinformation and deep fakes. This has been a growing concern since the early 2000s, when the first political campaigns started using the internet. The problem is twofold: the speed and ease of spreading misinformation and the use of new technologies like deep fakes.
The internet's ability to spread information quickly and widely can be a double-edged sword. On the one hand, it enables politicians to reach a large number of people with their message. On the other hand, it also allows misinformation and false narratives to spread like wildfire. A single individual can now record a comment, upload it, and share it with thousands of people within seconds, bypassing the traditional journalistic gatekeeping process. This was evident in the 2020 U.S. presidential campaign, where Michael Bloomberg spent over $1 billion, with more than 70% going towards advertising.
The internet has also made it easier to create and disseminate deep fakes, which are highly realistic but false audio or video content. Deep fakes can be used to impersonate politicians, spread false information, or manipulate public opinion. With the development of generative AI and large language models, creating convincing deep fakes is becoming more accessible and sophisticated. This poses a significant challenge to the integrity of political campaigns and the information landscape.
While the internet has provided unprecedented access to political information, it has also made it harder to verify the accuracy of that information. Anyone can create a website or social media account spreading false narratives, and these can be amplified by algorithms that prioritize engagement over accuracy. Social media platforms, in particular, have become a breeding ground for misinformation, with a study by Media Matters finding a substantial asymmetry in the ideological leanings of popular online shows, with right-leaning content having nearly five times the followers and subscribers of left-leaning content.
The impact of misinformation and deep fakes on political campaigns is profound. It can mislead voters, erode trust in institutions, and even influence election outcomes. Political newcomers, who often rely heavily on social media to gain support, are especially vulnerable to these tactics. As the role of technology in political campaigns continues to evolve, addressing the spread of misinformation and deep fakes will be crucial to ensuring fair and transparent democratic processes.
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Frequently asked questions
The internet has changed the way political campaigns are run by making political information more accessible to voters. Campaigns can now reach millions of people and leverage personalised communication. This has resulted in an increase in political outreach and engagement, with politicians chasing support from voters 24/7 at a low cost.
The internet has levelled the playing field for newcomers to politics by providing an inexpensive way to reach large numbers of people. Social media allows new candidates to humanise themselves and connect with voters, raising significant funds in a short space of time.
The internet has been criticised for its role in spreading misinformation and for the dominance of right-leaning content. There are also concerns about the potential impact of AI on political campaigns, with large language models and deep fakes presenting new challenges.
