Politics....all within just a click of a button!

It is predicted that in the coming years, politics and election campaigns through the use of social media will be the way of the future.  It is also forecasted that young voters will become far more engaged and involved....

Political consultant expert Paul Begala (cited in Kennedy 2013) claims that the way to connect and reach young demographics is through presence on social media sites. He also believes that if politicians do not keep up with the ever changing and evolving social media platforms, they run the risk of being seen to be 'out of touch' as well as having a disadvantage with less online presence and publicity.

"Obama's victory post was the most 'liked' photo ever posted on Facebook" (Kennedy 2013).

Kennedy's (2013) research claims that social media platforms facilitate greater trust and passion for politicians and their campaigns, mainly through trusted sources such as family/friends posts and thoughts. This is far more personal and persuasive than unknown figures talking on traditional media.  In a recent study with students in America,  recent government elections were perceived as "personal, interactive, and directly targeted to them" (Kennedy 2013).  This feedback reflects Henry Jenkins and Howard Rheingold's theory of participatory culture.  Rheingold believes that with a basis of technology and humanity, the online revolution will create social change through the emergence of virtual communities and participatory culture.  Rheingold also asserts that this shift to participatory culture is a driving force in creating greater equality by removing hegemony power from traditional media, authorities & governments. 

 

Professor Clay Clemens (cited in Kennedy 2013)  has similar views asserting that campaigns through social media create far more interactive avenues for individuals to feel connected and informed..... WE are being invited to be involved in political campaigns reflecting a move to a more egalitarian and democratic world!   

 

So how do people use social media for political purposes?

According to studies conducted by the Pew Research Centre, "66% of social media users have employed the platforms to post their thoughts
about civic and political issues, react to other's postings, press friends to act on issues and vote, follow candidates, 'like'
and link to others' content, and belong to groups formed on social networking sites"

 

So what works for me?

 

Political campaigning through social media platforms for me, supplies a more explanatory message with simplified terminology through creative ways that catch my attention.  I find myself relating to the YouTube clips, the groups/pages and updates that have a brief and simple message or agenda.  Compared to a newsreader or politician being interviewed where information overload and political jargon is constant...this is where boredom sets in for me and I politically 'switch off'!  I think we very  much needed a new approach to excite and involve the public sphere about politics.

I think campaigners, associates and supporters/opposer's need to be careful that there is not too much 'political activity' presented online, especially on social networking sites, which could have the reverse effect and put users off!  

Online campaigning is centred around accountability and image whereby politicians are under much scrutiny; with one small wrong move threatening to discount their credibility.  I think this is a positive for the public as it allows for more honesty and less 'scripted' behaviour.  

One more concern and as Young's  (2011, p.212) research suggests; there is little debate on how the internet has increased the VOLUME of information and opportunity to participate in politics, yet is this enabling a fair opportunity for the wider audience?  Young (2010) discusses the issue of accessibility, providing the example of indigenous people, the elderly, low-skilled employees and or the unemployed; often with limited resources, hence no internet access.  Where does this leave them in this political outreach?

Finally, in line with Paul Begala, I think politicians need to be aware of the power that today's youths hold in determining our future and must recognise the most effective way of reaching them.  Extensive research suggests this is done by constantly updating campaigning in order to reach the most advanced and active audience.....through SOCIAL MEDIA!

What are your thoughts?

I encourage you to think about if or how you USE social media in relation to politics?  Should you participate more or less?  Do you think it is a valid method of campaigning or do you think this is devaluing and or mocking the fundamentals of politics?  Do you see the significance in reaching & involving today's youth in order to achieve in the future? 

 

References

Anon., n.d. Wikipedia. [Online]
Available at: http://en.wikipedia.org/wiki/Participatory_culture
[Accessed 10 January 2014].

Islam, Z., 2012. tom's guide. [Online]
Available at: http://www.tomsguide.com/us/Barack-Obama-Facebook-Liked-Twitter,news-16278.html
[Accessed 10 January 2013].

Kennedy, K., 2013. Use it or Lose it: Social Media in the 2012 US Election. [Online]
Available at: http://pulitzercenter.org/reporting/social-media-role-young-voters-increase-future-US-elections-Obama-Facebook-Twitter
[Accessed 8 January 2013].

Rainie, L. et al., 2012. Social Media and Political Engagement. [Online]
Available at: http://pewinternet.org/Reports/2012/Political-engagement.aspx
[Accessed 8 January 2014].

Rheingold, H., 2005. The new power of collaboration. [Online]
Available at: http://www.ted.com/talks/howard_rheingold_on_collaboration.html
[Accessed 9 January 2013].

Young, S., 2011. News, political reporting and the Internet. In: How Australia Decides: election reporting & the Media. New York: Cambridge University Press, Chapter 10, pp. 203 - 228.