The Role of Digital Media in Political Referendums: A Study on Social Media and the 2024 U.S Elections

Introduction

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The U.S. elections demonstrate notable global influence through its ties to foreign policy and mounting tensions between the U.S. and European countries. The growing influence of digital media platforms continues to influence political referendums, including the recent U.S. election. In the present political landscape, social media platforms serve as a primary source of information for shaping public discourse and educating the public (Gong et al., 2022). The evolution of media—from traditional outlets to social platforms—has transformed how information is disseminated and consumed. This paper examines how digital media influences electoral outcomes through a discussion of recent observations, an overview of recent case studies portraying media influence, and an analysis of the 2024 U.S. election and future implications. This paper argues that digital media platforms have a visible impact on U.S. elections, given their role in influencing voter behavior and perceptions both domestically and globally. By analyzing current trends, past case studies, and the implications for future elections, a deeper understanding of the media's pivotal role in shaping political outcomes can be established.

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Digital Media Trends and Characteristics 

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The advancement of social media has significantly changed how the public interacts with information surrounding political events. Social media platforms like Facebook, Twitter / X, Instagram, and TikTok have become primary sources for political news. More than half of Americans use social media as their primary source of information to engage with political content (Social Media and News Fact Sheet, 2024). This shift can be characterized by a few significant trends, namely; the significance of algorithms, misinformation, and echo-chambers. Gillespie (2013) argues that algorithms constitute a significant aspect of knowledge creation, through the black-boxed selection of what information is relevant to users. This idea directly links to voter behavior as social media users largely base voting decisions on the information they know and news sources they are consuming. Therefore, media platforms compose a vital feature of the public’s participation in political affairs. 

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Social media algorithms curate content based on user preferences, often creating echo chambers that reinforce existing beliefs. Previous research indicates that users are more likely to encounter politically skewed content that aligns with their views, which can create biased perceptions of candidates and issues (van Atteveldt, n.d.). This phenomenon links to concerns about the tendency of misinformation to spread within these echo chambers. Misinformation on digital media platforms has become a significant concern in shaping public opinion and influencing electoral outcomes. Olaniran and Williams’ study on the effects of social media on democracy suggests that false election stories from hoax sites and hyper-partisan blogs generate more engagement than content from real news sites (2020). The spread of misinformation is enabled by social media’s default viral nature, in which content can rapidly spread and influence users' beliefs, rendering misinformation an easy tool for persuasion. Furthermore, social media algorithms tend to favor sensationalist content, regardless of whether it has been fact-checked, contributing to the spread of misinformation. These observations highlight the effects of digital media on shaping public opinion and influencing electoral outcomes, emphasizing the urgence of analysing past case studies for better understanding the power of media in the digital age.

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Case Studies on Media Influence

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To illustrate how these trends manifest in real-world scenarios the 2016 and 2020 U.S. election and the Cambridge Analytica scandal will be discussed. The 2016 election was renowned for its unprecedented levels of misinformation that were proliferated through social media platforms. Cambridge Analytica's targeted advertising strategies exploited user data to sway undecided voters towards Donald Trump (Fujiwara et al., 2024). The combination of misinformation and targeted microtargeting strategies highlights how digital media can be weaponized to alter electoral outcomes, raising doubts about the integrity of democratic processes.

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In contrast to 2016, the 2020 election witnessed increased criticism over misinformation on social media platforms. Despite efforts by large media companies including Facebook to mitigate the spread of misinformation during this election, issues followed as false information about voting procedures was being spread (TRT World, 2024). Despite increased awareness and efforts to combat misinformation, social media platforms continued to play a significant role in shaping public opinion and influencing electoral outcomes. The persistence of misinformation conveys the challenges in regulating content on social media while balancing free speech concerns. These findings illustrate real-world cases of the profound impact of digital media on global political perceptions. The continuous challenges of combating misinformation demonstrate the complex dichotomy between digital platforms and democratic public discourses. Addressing the spread of misinformation while social media rapidly develops as a primary source of political information remains key in working towards the integrity of elections and making informed democratic decisions.

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Analysis of 2024 U.S. election & future implications

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Recent trends indicate a continuation of these patterns with new complexities introduced by AI-driven content creation and video-based platforms in the recent 2024 U.S election (Seymour, 2024). Observations can be made regarding the key role of media in the recent U.S election such as increased polarization, regulatory issues, and global implications such as different approaches to foreign policy. Given the current social media usage and algorithmic biases, heightened polarization occurs among voters as echo chambers solidify around partisan narratives. The 2024 election has been characterized by heightened voter mobilization efforts that cater to these entrenched positions rather than seeking to persuade undecided voters. Marín (2024) claims that American voters have become "calcified," highlighting the polarization among voters and indicating that the focus has drifted from winning over swing voters to stimulating a loyal base. Thus, social media has played a role in reinforcing partisan narratives and amplifying divisions.

 

The implications of this polarization extend beyond U.S. borders. The interdependence of global politics signifies that the outcomes of U.S. elections can have significant international repercussions. Greater tensions globally are likely to arise given the growing ideological divide within the U.S., as other nations observe and potentially emulate these divisive tactics (World Economic Forum, 2024). As misinformation continues to proliferate rapidly across social media platforms, it poses a threat to both local and global democratic processes. Furthermore, ongoing debates surrounding social media regulation will likely intensify as lawmakers struggle with balancing free speech and the minimization of harmful misinformation campaigns. Potential solutions could include stricter regulations on advertising transparency and enhanced fact-checking protocols.

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Conclusion

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The role of digital media in influencing U.S. elections is profound and multifaceted. From algorithm-driven echo chambers to misinformation, the current media landscape presents challenges for democratic engagement. However, opportunities for a more informed public can be devised with a careful planning approach. Understanding the dynamics surrounding the power of digital media in political referendums is crucial not only for U.S. voters but also for global observers who recognize that political outcomes have wide-reaching implications. This article has argued that the global-spanning influence of digital media should not be overlooked and has discussed the necessity for ongoing scrutiny of media practices in political contexts. We should remain vigilant about the potential impacts of emerging technologies on democracy, both nationally and internationally. We should also take proactive measures to ensure information remains a tool for empowerment rather than manipulation, such as advocating for increased algorithmic transparency and improved fact-checking tools, to aim for a more informed and critically engaged society. 

 

 

References

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Seymour, S. (2024, October 15). Media Influence on Politics: 7 Election Trends in 2024. UO SOJC. https://journalism.uoregon.edu/news/media-influence-on-politics

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TRT World (Director). (2024, November 2). Social media influence over US elections [Video recording]. https://www.youtube.com/watch?v=bbG4nuC-vok

van Atteveldt, W. (n.d.). Role of social media big in US elections. Vrije Universiteit Amsterdam. Retrieved November 20, 2024, from https://vu.nl/en/research/role-of-social-media-big-in-us-elections

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