Bit by bit, the unsurpassed convenience of social media continues to change the political world as we prepare for 2024. Unlike the traditional media sector that operates under schedule and access restrictions, social media allows continuous and fast-paced media exchange.[1] Such ease of access creates unparalleled conditions for easy dissemination of political messages and discussion, where the users are free to tune in to such content when it is best for them. With the rapid nature of social media, the audience is no longer passive as they also act as reporters, expanding the coverage level of the messages and their impact. The formation of this relationship promises to make grassroots political participation available to everyone, allowing more people to access and share information, engage in discussions, and participate in elections irrespective of their physical and economic parameters.
On the other hand, the strengths of social media also include the weaknesses of the features that make it so accessible, for instance, information overload and the proliferation of misinformation. The fact that content can be distributed so easily and the algorithms that place the information that generates the most shares or is most attractive above the one that is true and accurate can result in unverified or false information being spread more quickly. Such a circumstance exposes the vulnerability of the electoral process, demanding citizens’ media literacy and reliable fact-checking software installed by the platform. As we enter the 2024 election year, the careful combination of social media advantages and mishap prevention will be imperative.
The impact of social media on demographic involvement as we approach the 2024 elections is notably relevant. Now, these platforms, such as Instagram, TikTok, and Twitter, offer campaigns with much more accurate targeting among different demographics than traditional media ever could. TikTok’s youthful user base gives an incredible chance for campaigns to approach young voters.[2] The group is less committed to typically turning out at the polls. Thus, the political actors purposely adjust the topic of the discussion to the interests and worries of the various age groups to make the latter more approachable.
This tailored approach is tuned even more by social networks, whose algorithms determine user behavior to give customized information. Political campaigns can use these algorithms to ensure their messages reach the targeted individuals most likely to accept them based on the information obtained through the management, demographic data, and browsing history. Although the ability to specifically aim at the most active voters may improve voter turnout, it also has serious moral issues. The formation of echo chambers in which users are exposed to similar points of view and not opposing views makes social networks favor political polarization. The election campaigns will certainly be challenged in 2024, especially as they try to turn demographic diversity into an advantage by leveraging social media.
Social media combines entertainment and information, creating a novel setting where political content can spread like fire among people through humor, satire, or some strong emotional appeal. This recreational value could engage in politics at a higher level by providing more sensibly and appropriately attractive information to individuals who normally find political information only from news channels. In 2024, the elections could see the parties’ use of this part of social media as a means of visibility and communicating with the voters at a more intimate level. Viral memes, videos, and other fun formats of content have the potential to trigger a significant shift in people’s perceptions and opinions. Hence, the role of social media in political campaigning is multilayered, where entertainment and serious political messages often get mixed up, thereby promoting trivialization of sensitive issues, and the focus is on personality rather than policy.
Therefore, social media’s convenience, demographic targeting capabilities, and entertainment values are poised to change the next election in 2024. These elements not only strengthen political participation and democratize information access but present challenges that involve misinformation, privacy risks, and a decline in the quality of political dialogue. Before the election, voters, policymakers, and all these platforms will have to find a way to face these challenges successfully so that the democratic process will be the only one that benefits from social media.
Al-Quran, Marwan Walid Mohammad. “Traditional media versus social media: challenges and opportunities.” (2022).
Fujiwara, Thomas, Karsten Müller, and Carlo Schwarz. “The effect of social media on elections: Evidence from the united states.” Journal of the European Economic Association (2023): jvad058.
[1] Al-Quran, Marwan Walid Mohammad. “Traditional media versus social media: challenges and opportunities.” (2022).
[2] Fujiwara, Thomas, Karsten Müller, and Carlo Schwarz. “The effect of social media on elections: Evidence from the united states.” Journal of the European Economic Association (2023): jvad058.