US Politics and Social Media (2020 Election Campaigns)
Modernly, social media has become an entity of its own. No longer is media reduced to TV, radio, and newspapers/magazines. It has amassed usage from middle-class citizens to celebrities alike. This connection invites conversation and conflict among its users. So, there is no surprise that conflict is present between social media and its role in US elections, especially the 2020 election campaigns. These tensions have stemmed from the controversial 2016 election. Politicians are increasingly monopolizing on these free platforms but should there be regulation? Due to politicians co-opting modern communication access, the influential power of social media, and the ever-changing online culture of social media, how should we continue to see 2020 campaigns?
How Did We Get Here?
To begin with, as the use of social media increases, it is no surprise that public officials would utilize these platforms. Despite social media being a modern phenomenon, it has become a major outlet when distributing political events and news. According to Edgerly, the 2016 election helped present the influence social media has on the current political sphere. Earlier forms of social media like MySpace lacked the interconnectedness users experience now.
Not to mention, it was not as feasible to promote one’s self, given the lack of video features, we are presented with today. Early models also failed to allow communication access. Where one would aspire to hold a conversation with Joe Biden is more likely to today, given the sheer amount of politicians utilizing these platforms. Plus, users modernly can reply, comment, and retweet ideas — further spreading a candidate’s messages and ideals.
Online Trends and Politicians
Therefore, officials can easily spread their ideologies in the simple click of a button to millions of Americans nationwide. But is it an appropriate usage by politicians? For example, after suspending her presidential campaign, Elizabeth Warren collaborated with Saturday Night Live’s Kate McKinnon on a TikTok video.
The crossover of politics and entertainment was a massive success, amassing over 173k retweets, 891k favorites, and over 23.1 million views on SNL’s Twitter account. According to Serazio, the”‘visualization of news’ tends to drive virally popular content online…”. Therefore, campaign managers understand the influence that an online presence could bring. Despite the content not holding political weight like a conference, it could still increase her likelihood of obtaining a cabinet position should a democrat win the 2020 election; given her increase of influence and appeal — especially amongst younger generations.
To TikTok or not to TikTok- That is the Question
However, is this overall a positive or negative image of her political career? There were several negative responses by Americans who were disappointed in seeing her like this following her campaign suspension. The consensus was that it was inappropriate and that supporters expected better from her. On the other hand, having a media presence allows candidates to appear more humanized — more real. Those who did enjoy her take on the #fliptheswitch challenge continued to repost the video and applaud her sense of humor. Participating in “normal” things, like “sharing song playlists on Spotify, adding frosted pumpkin bread recipes to Pinterest, and posting the candidates’ moments at home with the children on Instagram” allows for a connection to potential voters, according to Serazio. Many find this form of the intersection of entertainment and politics more appealing, rather than a formal speech.
Trump’s Tweets
Trump is notable for utilizing his Twitter account to communicate with the American people, from tweeting his 2020 election campaign during his current presidency to discouraging democratic candidates. Trump has mastered social media because he’s cultivated an online persona. “…the style of communication, content themes, the visual and textual form, and other markers and means for stabilising communication…” help distinguish his identity (Lindgren). For example, he has managed to make his identity recognizable, including the all-capitalized texts, repetitive keywords, and limited vocabulary. These personalized tools help draw a reader’s attention and allow them to easily process each posting. He also uses videos and flyers to support the information he captions them with, as another form of easily digestible content.
But should a president be allowed to actively campaign via social media? Some would argue that it enables an advantage among other candidates — given that the president would most likely have the most followers. The more followers you have, the greater reach you amass for voting potential. Currently, Trump sits at 19.4 million followers on Instagram, while Bernie Sanders has 4.9 million. Despite the greater numbers, all of these accounts do not represent the American voter. Many are international supporters, fan accounts, and bots. Not to mention, many minors are following these politicians so their online support does not equate to November votes. Plus, some Americans may follow Trump, for example, to remain aware of the status of America rather than support his political ideologies. In terms of correctness, however, it could be perceived as irresponsible, as Trump’s attention is split between two presidential terms. In a country that prides itself on equality, it’s not fair to campaign towards one demographic while another is currently struggling, especially when the president has the opportunity to rectify these issues.
Participation or Pandering?
On a similar topic, social media is used as a strategic tool. It is understood that younger generations are online, so it could be seen as pandering to the “young vote”. For example, much of Bernie Sanders’ supporters — or Bernie Bros — are notably seen on Twitter. Even Trump’s blunt tweets are seen as a way to increase his likability and favor among conservative voters. According to Edgerly, Facebook is where younger adults garner their political information, whereas older generations prefer traditional forms of media like television. But different social media apps also attract different political affiliations. According to Fortune, Trump is “…the largest buyer of political advertising on Facebook”. As a result, it can be assumed that there is a larger population of conservatives on the platform in comparison to other social media apps.
Online Communities
Therefore, Trump is strategizing his campaign to attract a specific demographic — which could be non-POC, men, and lower class. Whereas a platform like Twitter is more seen to attract marginalized communities such as Black people and people of color, women, and the LGBT+ community. But, that is not to say that these communities do not exist on Facebook as republicans or that white supremacists don’t enjoy utilizing seemingly liberal forums. For example, white supremacist Milo Yiannopoulos was notably banned from the app for racialized and targeted harassment. While social media allows the greatest media outreach in comparison to television or radio, it still creates a marginalized audience. A candidate who may make use of Instagram Live would most likely not have older generations of voters, for instance.
24k or Fool’s Gold?
By the same token, does the usage of social media enable bureaucratic figures to present their truest selves? Online identity can conflict with the idea of authenticity. “…authenticity itself is never absolute and is always positioned in distinction to something else”, according to Marwick. Social media encourages users to be open — from Facebook urging users to create accounts with their government name to Instagram desiring uploads of selfies. With vulnerability, social media provides identities online that could be difficult to navigate.
Politicians have to engage with the public in a digestible form. But, does this allow them to showcase their genuine personalities? For example, when Biden recently tweeted in regards to the coronavirus pandemic that we’re “all in this together”, does he believe this, or is he speaking with political intentions? As someone harnessing greater influence and wealth, his concept of togetherness differs for the majority of Americans. It is no secret that poor working-class and homeless Americans are suffering disproportionately, so they most likely would disagree with that statement.
Such is also explored with more interactive platforms. Sanders had utilized the Instagram Live feature to host an informal interview with rapper Cardi B. The two figures discussed the pandemic and the democratic party rallying around Biden for the upcoming election. However, how can Americans gauge the authenticity of their interaction? Cardi B is outspoken about her democratic views and previous support for Sanders. But it could be argued that the meeting was an election ploy. For example, Sanders discussed his support for Biden to remove Trump from office in 2020; to which Cardi B responds with “well you’re always gonna have my support…Joe Biden 2020.” Sanders could have attempted to appeal to Cardi’s fanbase of young voters to switch their allyship towards Biden.
Politicians, Celebrities, and Both
The use of social media by politicians brings up an important distinction between civic workers and celebrities. US politicians are to represent the American people, but are they celebrities as well? There is no inherent contrast between entertainment and politics. However, the public tends to hold political figures with higher regard. Such could be because they are responsible for citizens’ way of life — from employment status to voting restrictions. But with the image of a celebrity, politicians are at risk of being viewed as exempt for their negligence in regards to the American people and beyond.
Lines can also get blurred when the use of political stans are used on social media platforms. These stans are next-level fan clubs of their desired figures. Similar to stereotypical fan clubs singing their idol’s highest praises, these political supporters never stray away from their intended purpose — uplifting their governmental favorites. While Beyoncé has her BeyHive, Kamala has her K-Hive. These civic workers have evolved into a new image with the assistance of social media. According to Hanmer, within fandoms, these “…fans can discuss their object of fandom and establish social interaction with each other…as integral parts of their online identities.” Such is the case for Bernie Bros, who bond over their political ideologies. But is their new image damaging them in the process?
Don’t Stan Your Faves
With the influx of growing admirers, it also has its negative implications. For starters, the image of government officials has evolved with the use of social media. The evolution of political fandoms can create a distraction of sorts to the political climate. For example, the rowdiness of the K-Hive could overshadow the missions Kamala Harris set out to complete during her candidacy. Interestingly enough, Trump supporters appear to avoid this implication. However, their idol could be the reason why. Trump initially began as a celebrity, before transitioning into politics. Therefore, his antics are not as surprising because they were present before his presidential campaign. When he creates a spectacle, such as his recent interest in injecting disinfectants, it only enables his fans rather than take away from his presidency.
Additionally, envisioning political leaders as celebrities is harmful because it minimizes the importance of their respective positions. Instead, the political sphere begins to mirror a reality tv program. They begin to be viewed as beyond their elected seats and become greater than their employment positions. As a result, they could be excused from their harmful actions and policies. An example would be those supporting Biden’s candidacy despite his contradictory initiatives and controversial behavior. These behaviors include multiple accusations of sexual assault and harassment. His supporters are more concerned with his potential as president rather than his current damaging implications. “Fandoms are fundamentally about promoting their central celebrity, not holding them to account”, according to the New York Times. As a result, we are left with poor representation and weakened leadership skills. Trump supporters are not at fault for Trump’s handling of the 2017 Charlottesville protest however their complacency did not aid in its resolution.
The Age of Memes
On another topic, online culture has accepted the fictional. All that is displayed online is not factual, especially memes. Memes are modern, comical take involving popular culture, and could be used as reactions/responses in a conversation — ranging from gifs to videos. Memes are “typically [used] to get a laugh, but sometimes,… to express dissident opinion and articulate cultural anxieties.” (Howley, 158). Therefore, political memes are the byproduct. However, these manipulations of culture capitalize on the current political sphere instead. Such was seen when many Twitter users were noting Democratic candidate Joe Biden’s age and misremembering information.
It then spawned memes calling Biden geriatric and potentially having early-set Alzheimer’s. The issue with this is, some impressionable people take these fast-spread pictures as accurate takes on Biden’s health. According to Howley, memes “…draw on a rich tradition of tabloid news style — bold headlines and standardized fonts, humourous or incongruous juxtaposition, intertextual dexterity, and fantastic imagery…”. So, these eye-catching mediums are likely to manipulate the unsuspecting user.
Jokes and Reality
Similarly, many people familiar with online culture do not take political memes seriously. Given their comedic usage, memes are not seen as factual to the majority of the public. Instead, they are seen as a cultural phenom, incorporated in daily vocabulary and mannerisms. As a result, it could harm the 2020 election. In the 2016 election, the Cincinnati Zoo’s gorilla Harambe became such a national meme, to the point of inspiring voters to write in its name in the presidential ballot. Since memes have such an impact on impressionable voters, it could become a repeat candidate in the 2020 election. Not to mention that 2020 has the potential to repeat the 2016 nominee ballots — a democratic candidate and Trump, a “two evils” outcome that left many Americans displeased. Rapper and producer Kanye West had previously stated interest in a presidential campaign, so there is a possibility of the submission of his ballot.
Trolling and Turmoil
Another instance of social media culture is the influx of trolling. Trolling “…originally came from a fishing method online thieves use to find victims”, according to Time Magazine. But the term has modernly morphed into the act of harassing others online under the guise of comedy. However, this faux-comedy escalates to dangerous behavior, from racist insults to threats of violence. Concerning US politics, Trump is arguably a large-scaled troll. He is notorious for disrespecting his opponents, from insulting their family members to provoking journalists. Before his presidency, he was unfiltered about racialized attacks on Obama’s citizenship or Rosie O’Donnell’s appearance.
Therefore, it is unsurprising that his supporters feel emboldened to replicate the behavior. According to Time Magazine, they are more extreme — such as”…bomb threats…, doxxing threats, [and] rape threats…”. Consequently, trolls are inevitable in the upcoming election. They exist on both ends of the political spectrum and with the tenseness of 2020, it is only a matter of time to experience a continued usage of this language from both conservatives and liberals alike.
The Social Media Police
Therefore, evolving free platforms helps create an environment of accountability. Despite the unwavering troll and bot accounts, users can limit their presence on social media. For example, when a user uses language attacking marginalized communities, other Twitter users are quick to mass report and block said account. Not to mention, access to everyone’s tweets are a powerful weapon. This weapon — used by searching one’s “@”-name followed by whichever word another desires — is utilized frequently when proving someone’s anti-Black and homophobic views. As a result, users can weed out numerous hate speech-fueled accounts. On the other hand, trolls could also capitalize on the reporting feature and have unsuspecting accounts suspended, simply for being mass-reported. The latter is a current issue on Twitter, who has failed to rectify this issue — which mainly impacts Black women and other marginalized communities.
But the ever-advancing social media is ideal for the upcoming election. Voters are given the power to view what their candidate says regarding any and every political initiative. The positive is that it is more accessible than sitting through debates. Debates tend to cover only hot-button topics, such as student debt and free nationwide medicare. But what about the issues that specifically impact marginalized communities like adequate water systems or voter suppression?
With the use of social media, Americans are allowed to learn about the policies candidates support or oppose. But, campaign managers are more likely to delete the outdated or controversial takes that would be detrimental to a candidate’s campaign and career. Such is also why the majority of these accounts are run by a politician’s camp, rather than the elected official. Despite the scrubbing, voters are still allowed to view these takes. With the progression of technology, smartphone users can screenshot specific tweets and comments by anyone they desire. Not to mention, these platforms like Facebook can notify others of the content they “like” and follow. So, even if a politician does not outwardly claim a position, they indirectly endorse strategies and programs.
Where is 2020 Headed?
So where does this leave the future of American candidacies, especially with 2020? For starters, don’t expect social media usage to decline any time soon. It is deemed far too valuable for candidates to not utilize for their benefit. One could anticipate more outreach via social media, such as participating in interviews and forums that will be uploaded online. Sanders has already managed this so other candidates may strategize similarly on Instagram Live as well. Despite not being a candidate, Alexandria Ocasio-Cortez has shown success in outreach via the platform previously. Another is Warren’s approach to capitalizing on social media trends or creating their own. Whether it’s a viral challenge or Obama’s anticipated NCAA Tourney predictions, it is a valuable way to garner interest outside of a traditional political realm.
Social media has taken over modern American politics. So much so, it is deemed a prized possession amongst politicians. It provides an easy way to communicate with the general population. If candidates require additional funding, they can simply produce a Tweet with a link to their donation website. Candidates are also able to garner the consensus of their projections depending upon their target audience. Conversely, voters are also able to gain insight on candidates’ viewpoints by a simple search of keywords. In terms of digital media and society, social media helps reflect the current times. It helps showcase the progression America has made with its technology as well as its governmental advancements. Social media as a form of interaction between digital media and society also presents the connectedness we as a collective can produce, despite the potential distances. Therefore, social media is increasingly influential over American politics and political scientists are anticipating its involvement in the 2020 election.
Sources:
Edgerly, Stephanie, et al. “Young Citizens, Social Media, and the Dynamics of Political Learning in the U.S. Presidential Primary Election.” American Behavioral Scientist, vol. 62, no. 8, SAGE Publications, July 2018, pp. 1042–60.
Goodkind, Nicole. “Trump’s 2020 Campaign Is Terrified of Facebook’s Next Move. Here’s Why.” Fortune. Fortune, 21 Nov. 2019. Web.
Hanmer, Rosalind (2014). “Xenasubtexttalk”, Feminist Media Studies, 14:4,608–622, Print.
Hess, Amanda. “United We Stan.” The New York Times. The New York Times, 12 Sept. 2019. Web.
Howley, Kevin. “‘I Have a Drone’: Internet Memes and the Politics of Culture.” Interactions: Studies in Communication & Culture, vol. 7, no. 2, Sept. 2016, pp. 155–75.
Lindgren, Simon. “Digital Media and Society”, SAGE Publications Ltd, p. 81–102.
Marwick, A. (2013). “Online Identity.” In Hartley, J., Burgess, J. & Bruns, A. (eds), Companion to New Media Dynamics. Blackwell Companions to Cultural Studies. Malden, MA: Blackwell, pp. 355–364.
“Sen. Bernie Sanders Joins Cardi B for a Live Chat — CNN Video.” CNN. Cable News Network, 15 Apr. 2020. Web.
Serazio, M. (2018). “Producing popular politics: The infotainment strategies of American campaign consultants”. Journal of Broadcasting & Electronic Media, 62(1), 131–146.
“How Trolls Are Ruining The Internet.” Time. Time, 18 Aug. 2016. Web.
