The future of social media also may change the landscape for political campaigning. As social media platforms continue to evolve, their influence on political campaigns is becoming undeniable. Dimitrova and Matthes (2018) highlight the profound effect social media has had on political communication, noting that its role in political campaigning worldwide has grown exponentially. In the 2024 election cycle, for instance, we witnessed an increase in political content flooding social media platforms. A prominent example of this trend was Vice President Kamala Harris’ campaign, which made a concerted effort to connect with younger voters through social media. She tapped into trending topics like “BRAT” to engage with a younger demographic, utilizing language and trends that resonated with them.
An even more noticeable trend was political parties paying influencers to encourage their followers to vote for certain candidates. This strategy of utilizing influencers to promote political messages is a stark illustration of how social media is being increasingly leveraged for political influence. While this tactic can be effective in mobilizing voters, it raises important ethical concerns. I find it somewhat unsettling that politics and social media are merging so seamlessly, blurring the lines between personal influence and political persuasion. The idea that influencers, who hold significant sway over their audiences, may be paid to endorse political candidates creates an environment ripe for manipulation.
This convergence of politics and social media also has the potential to spread misinformation at an alarming rate. Once false information is out there, it can be difficult to correct, especially if it is shared by popular figures or widely discussed on trending platforms. Moreover, it introduces new pressures on young social media users who may be influenced by their favorite influencers. If these influencers advocate for a specific political party or candidate, it may lead to young adults making decisions based on external influence rather than forming their own beliefs. This dynamic raises concerns about the integrity of democratic processes and the potential for manipulation. Social media is meant to be a space for open dialogue and expression, but when it becomes a tool for political persuasion, it complicates the way we interact with information and each other. This transformation could shape the future of both politics and social media in ways we may not yet fully understand.
