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Social media has a profound effect on elections. [77] Oftentimes, social media compounds with the mass media networks such as cable television. For many individuals, cable television serves as the basis and first contact for where many get their information and sources.
This approach can affect political participation and election outcomes by shaping opinions and encouraging political involvement. [3] Additionally, social media usage in political campaigns has become increasingly significant due to its communal and interactive nature, as users engage in discussions, share endorsements, and participate in ...
Barack Obama won the 2008 United States presidential election on November 4, 2008. During his campaign, he became the first presidential candidate of a major party to utilize social networking sites (such as podcasting, Twitter, Myspace, Facebook, and YouTube) to expand and engage his audience of supporters and donors. [1]
[7] [8] [9] Social media users may read a set of news that differs slightly from what newspaper editors prioritize in the print press. [10] A 2019 study found that Facebook and Twitter users are more likely to share politics, public affairs, and visual media news. [11] Typically social media users circulate more towards posting about negative news.
Social media is not always used effectively and may sometimes have a negative impact on the results of the election. In the United States, Barack Obama utilized Facebook to his benefit during his first run for presidency and jumpstarted the use of social media in political campaigns.
Social media make it easier for the public to make an impact and participate in politics. A study that showed the connection between Facebook messages among friends and how these messages have influenced political expression, voting, and information seeking in the 2012 United States presidential election. [ 15 ]
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Social media today is a popular medium for the candidates to campaign and for gauging the public reaction to the campaigns. Social media can also be used as an indicator of the voter opinion regarding the poll. Some research studies have shown that predictions made using social media signals can match traditional opinion polls. [8] [9]